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Buying roles refer to the activities that one or more person(s) might perform in a buying decision. Six buying roles can be distinguished:
  1. Initiator, the person who first suggests or thinks of the idea of buying the particular product or service
  2. Influencer, a person whose views influence other members of the buying center in making the final decision
  3. Decider, the person who ultimately determines any part of or the entire buying decision—whether to buy, what to buy, how to buy, or where to buy
  4. Buyer, the person who handles the paper work of the actual purchase
  5. User, the person(s) who consumes or uses the product or service
  6. Gatekeeper, the person(s) who controls information or access, or both, to decision makers and influencers (It also is used to indicate the individual who controls decision making by controlling the purchase process. In a traditional family, the mother often functions as the gatekeeper between the child and his/her exposure to the mass media and the purchase of toys or products. In an organization, the purchasing agent is often the gatekeeper between the end user and the vendor of products or services.)[1]


  1. ^ American Marketing Association. Dictionary. <> (cited 26 May 2015).

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