Buying center
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 if 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.
The buying center includes all members of the organization who play any of five roles such as “Users”, “Influencers”, “Buyers”, “Deciders”, and “Gatekeepers” in the purchase decision process.
Category: Marketing & Public Relations
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