~EXAMPLE: The hospital is ultimately responsible for deciding which product that the doctor will use for your services. How different people influence the sale depends on their decision roles. Buying roles refer to the activities that one or more person(s) might perform in a buying decision. Reference groups in consumer buying hints that as a consumer, your decision to purchase and use certain products is influenced by reference also. Marketing Individual Mix Interpersonal Influences Influences-Perception -Reference Group Consumer Purchase-Learning Decision Process -Social Class-High Involvement -Culture-Motivation-Low … Here are the 5 core decision roles of the buying team that you need to sell to and how to succeed with each. Impulse buying, no conscious planning. • Explain the nature of channels of distribution. There are 4 components in the marketing mix, i.e. There are four types of consumer buying behavior on the basis of buyer involvement while purchasing any product. Initiator: the person who first suggests the idea of buying a particular product or service. BUYING CENTRE = the group of people responsible for buying decisions in large organizations, incorporating purchasers, designers, and actual workers. The buying tendencies of individuals vary as per their age, need, income, lifestyle, geographical location, willingness to spend, family status and so on. Examples include cars, homes, computers, education. The Business Driver. The more expensive the good is the more information is required by the consumer. Definition/Meaning We can define life roles as those responsibilities that we hold all through our life at various life stages. • Explain key factors in building a clientele. Information from the companies MM; friends and relatives, store personnel etc. Buying a toothpaste is totally different from buying a luxury car. Home : 415-555-0000 Cell: 415-555-0000. email@example.com 123 Main Street, San Francisco, CA 94122. Spend alot of time seeking information and deciding. Marketing Mix Factors. Our parents, our families, and our friends play a role 3. There are 5 consumer buying roles, Initiator, influencer, decider, buyer and user. Reference groups as seen above have the greatest influence with the closest personal connection with customers. Monirba {Allahabad university} Supported by – Manish kanojia (MBA III sem} Pawan 1 Factors Influencing Consumer Behavior. CONSUMER BEHAVIOUR. Even though there is 5 roles this does not mean 5 individual people will affect the purchase, a consumer could have all or any of the roles. This person is on a mission to create results and achieve a return on investment. All these 5 roles have importance in the purchase of a product or service. An individual’s immediate family members play an essential role in influencing his/her buying behaviour . This one factor also plays a very important role in the buying decision. • Explain the concept of market and market identification. Buying Roles & Family Influences. • Explain the role of customer service as a component of selling relationships. • Discuss motivational theories that impact buying behavior. Once you know what are different roles in everyday life you will be able understand your needs and the needs demanded by the society List of Different Life Roles People Play with Examples 1. Go through all six stages of the buying process. GATEKEEPER ~BUYING CENTER ROLES~ INFLUENCER ~EXAMPLE: The pharmacy is influenced by the sales representative, who influences the doctor, who influences you to There are 6 roles in the Buying Centre: I-I-D-B-U-G. INITIATOR = the person who first suggests buying the particular product So the consumers think rationally before buying any product. 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