“Get closer than ever
to your customers. So close, in fact, that you tell them what they need well
before they realize it themselves.” –Steve
Jobs
If you know the role of an individual in a purchase decision
you almost win the game. For many products, it is easy to identify the buyer.
Like men normally choose their shaving foam and women choose their nail polish
but for many products, it involves a decision-making unit consisting more
then one person.
Consider the selection of a mobile for your wife. The teenage son
may have suggested buying a new mobile. A friend might advise the family, on
the kind of mobile to buy and the make. The wife might have definite desires
regarding the color, camera, and memory size of the mobile. The husband might make
the financial offer. The wife will use the mobile.
Every role needs a different kind of marketing strategy. Thus
we can distinguish five roles, people might play in a buying decision:
I. Initiator:
A person who first suggests the idea of buying a particular
product or service is an initiator. Many times the need is raised by the user. In
some cases, it may be raised by some other authority. In the above example son is in
the role of an initiator.
Marketing strategy- Strategies showing the problem solving the capacity of your products.
II. Influencer:
An influencer is a person whose view or advice influences the
decision. Many times he has some technical knowledge and experience. In the above example, a friend and wife are in the role of influencer.
Marketing strategy- Strategy which will inform them about
technical specifications about the product.
III. Decider:
A person who decides on any component of a buying decision;
whether to buy, what to buy, how to buy, or where to buy is in a decider role.
In the above example, the father is in the role of the decider.
Marketing strategy- Strategy which will suggest best buying
options and finance facilities.
IV. Buyer:
The person who makes the actual purchase is a buyer. In above
example again father is in the role of a buyer.
Marketing strategy- Strategy for providing some cash backs,
discounts added value as well as the best after-sales service.
V. User:
A user is a person who consumes or uses the product or service finally.
In the above example wife is in the role of a user.
Marketing strategy- Strategy for providing user manuals, how
to use the guide book, providing options for sharing customers views and experience
with others as well as one has to provide customer care center details.
“Either you know your customers well or lose them permanently.” - Honking Success
Knowing the main
participants and their roles help the marketer fine-tune the marketing
program. A company needs to identify these roles because they have an impact on
designing the product, making messages, and fixing the promotional budget as
per particular marketing strategies.