Name and explain the personal influences that affect consumer buying behavior?
Within a reference group that influence the consumer buying behavior, several roles have been identified:
1. The initiator: the person who suggests buying a product or service
2. The influencer: the person whose point of view or advice will influence the buying decision. It may be a person outside the group (singer, athlete, actor, etc..) but on which group members rely on.
3. The decision-maker: the person who will choose which product to buy. In general, it's the consumer but in some cases it may be another person. For example, the "leader" of a soccer supporters' group (membership group) that will define, for the whole group, which supporter's scarf buy and bear during the next game.
4. The buyer: the person who will buy the product. Generally, this will be the final consumer.