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Explain the five roles in consumer decision-making.

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Short exam answers with examples

Practice question. Explain the five roles in consumer decision-making. [3 practice marks]

Answer

  1. Initiator proposes the purchase.
  2. Influencer advises or shapes preference.
  3. Decider selects the choice.
  4. Purchaser completes the transaction.
  5. User uses the product. These roles may overlap within one person.