Multiple buying influence means that several people share in making purchase decisions. These people are called
A. users
B. buyers
C. influencers
D. gatekeepers
E. All of the above
Answer: (E) Many people are involved in certain purchase decisions. All of the people listed could have a possible buying influence through the concept of multiple buying influences. Users (A) is a correct choice, however, not the most correct, since all of the individuals listed may have an influence on the final purchase decision. Buyers (B) are those involved in the purchase process; however, the process may have been initiated by a user or someone else. Thus, even though by itself this would be correct, it is not the best answer. Influencers (C) are those that influence the purchase decision and may share in the purchase decision; however, this is not the most correct answer. Gatekeepers (D) may also be influencers, such as secretaries and other administrative assistants; however, this is not the most correct choice.