5 possible customer roles:

  • initiator (the person who suggest the idea of buying an offering)
  • influencer (a person whose advice influences the purchase)
  • decider (the person decides what, when, where, or how to buy)
  • buyer ( the person who makes the actual purchase)
  • user (the person who uses the product or service)

one person may assume multiple roles, and different people often play different roles in high-involvement purchase situations.

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