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  Several individuals can occupy a given role (e.g. many users / influencers) and

one individual can occupy multiple roles.

  The buying center may include people outside the organization such as

government officials, consultants, technical advisors and other members of the

marketing channel.

   Different members of the buy centre have different influences, for e.g. the

engineering department may be concerned with actual performance of the

product, whereas production may be more interested in ease of use and reliability

of supply.

  Members of buy centre – different personal motivations, perceptions and

Preferences which in turn are dependent on - age, income, education, job position,

personality, attitudes towards risk and culture

Characteristics of BUY CENTER

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