ECONOMICS (CBSE/UGC NET)

Detailed explanation-1: -Initiator – Initiators recognize the value of solving a particular issue so they initiate a search for a product. Gatekeeper-– Gatekeepers act as problem or product experts and control information and access to other members of the DMU. Buyer – the person who actually issues the check.

Detailed explanation-2: -The three primary roles in the decision-making unit The End User is the person who will actually use your product or service. The End User always plays a significant role in the buying decision. The Champion is the person who wants the customer to purchase your product. He may be the End User, but not necessarily so.

Detailed explanation-3: -In the contemporary globalised markets opinion leaders play a vital role in the process of the purchasing decision-making of consumers. Thanks to their individual skills, specific knowledge or their personality, opinion leaders have a direct or indirect influence on the attitudes and decisions of consumers.

Detailed explanation-4: -The Decision Influencers These are the people who the decision maker allows, or invites, to have a say or play a role in the decision-making process. They may not be able to say “yes” or make the final call, but they can definitely deliver a “no” that could impact the outcome both positively or negatively.

Detailed explanation-5: -The initiator is the player who recognizes a problem and tries to find a solution for this problem. This is the most important person in the decision making unit or DMU.