Consumer behaviour involves different roles. Elaborate?

Consumer behaviour involves several different roles that individuals play when making purchasing decisions. These roles can vary depending on the specific situation and the type of product or service being considered. Some of the key roles that consumers may take on include:

1. Initiator: The initiator is the person who first identifies a need or desire for a particular product or service. This could be triggered by a variety of factors, such as a problem that needs to be solved, a desire for a new experience, or simply a want for something new.

2. Influencer: Influencers are individuals who have the ability to sway the opinions and decisions of others. This could be a friend, family member, celebrity, or even a social media influencer who recommends or endorses a particular product or service.

3. Decision maker: The decision maker is the person who ultimately makes the final choice about whether or not to purchase a product or service. This could be the same person who initiated the purchase, or it could be someone else who has the authority to make decisions on behalf of a group or family.

4. Purchaser: The purchaser is the person who physically buys the product or service. This could be the same person as the decision maker, or it could be someone else who is responsible for making the actual transaction.

5. User: The user is the person who actually uses or consumes the product or service. This could be the same person as the decision maker or purchaser, or it could be someone else who benefits from the purchase.

6. Disposer: The disposer is the person who decides what to do with a product or service once it is no longer needed or wanted. This could involve recycling, donating, reselling, or disposing of the item in some other way.

By understanding these different roles that consumers play, marketers can better tailor their strategies and messaging to effectively reach and engage with their target audience.

Consumer Behavior Roles:

1. Initiator:
- Initiates the purchase process.
- Recognizes a need or problem.
- Triggers the decision-making process.

2. Influencer:
- Provides information or opinions that shape the consumer's decision.
- Can be family, friends, experts, or online reviews.

3. Decider:
- Makes the final purchase decision.
- Weighs information gathered by the initiator and influencer.
- Responsible for selecting the product and brand.

4. Buyer:
- Conducts the actual transaction.
- May or may not be the same person as the decider.

5. User:
- Consumes or uses the product.
- Experiences the product's benefits or drawbacks.
- Provides feedback to the manufacturer or other consumers.

6. Disposer:
- Discards or disposes of the product after use.
- May recycle, donate, or discard the product.

Variations in Roles:

- Multiple Roles: Consumers often play multiple roles in the purchase process. For example, they may initiate the purchase, influence themselves through online research, and make the final decision.
- Third-Party Influences: Role boundaries can blur when consumers seek advice from influencers, review sites, or consumer advocacy groups.
- Situational Factors: The consumer's role can vary depending on the situation. For example, a parent may act as the initiator and decider for their children.

Implications for Marketers:

Understanding consumer behavior roles helps marketers:

- Identify target markets: Determine which roles are most influential in the purchase decision.
- Develop targeted marketing strategies: Tailor messages and promotions to specific roles.
- Measure the effectiveness of campaigns: Track the impact of marketing efforts on different roles.
- Improve customer satisfaction: Address the needs and expectations of each role in the purchase process.