1. Buying Roles
The decision making unit of a buying
organization is called its buying center – all the
individuals and units that play a role in the
business purchase decision making process. This
group includes the actual users of the product or
service , those who make the buying decision,
those who influence the buying decision , those
who do the actual buying and those who control
buying information

2. Kinds Of Buying Roles
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Initiator
Users
Influencer
Deciders
Approvers
Buyers
Gatekeepers

3. • Initiators – Those who request that something
be purchased. They may be users or others in
the organization. For example- for office
equipment's , the initiative may be taken by
administrative department
• Users – Those who will use the product or
services .In many cases the users initiate the
buying proposal and help define the product
requirements.

4. • Influencers – People who influence the buying
decision . They often help define specification
and also provide information for evaluating
alternatives. Technical persons are generally
important influencers.
• Deciders – People who decide on product
requirements or on suppliers and those who
have authority to select the suppliers. For
major purchase , the final decision will be
taken by top management.

5. • Approvers –People who authorize the
proposed action of deciders and buyers.
• Buyers –People who have formal authority to
select the supplier and arrange the purchase
terms. Buyers paly their major role in selecting
vendors and negotiating. In more complex the
buyers might include high level managers.
• Gatekeepers- People who have the power to
prevent sellers or information from reaching
members of the buying center. For example –
purchasing agents , receptionists may prevent
salespersons from contacting users or
deciders.