Question

Question 2: 250 words

1. According to Blackwell et al. (2005), five roles performed in buying, apply these five roles to a real life example that you encountered.

                                                                       

2. By using a real life example distinguishing between high & low involvement situations.

PLEASE ANSWER ALL THIS QUESTION

Answer 1

1. .Blackwell et al. described the roles of buyers. The researcher established five roles of buyers. The consumers and buyers play different roles in the buying process. The first role is the users. The users will use the product or service. The users also initiate the purchase process and evaluate the particular performance of the purchase decisions. The next role that the buyer performs is influencers. The influencer is a personnel who is tech-savvy, and who helps to evaluate the alternatives and choices. The next role is deciders. Deciders play a role in choosing the products and services. The next role is the buyer itself. Buyers select the goods and services and later negotiate the prices of products and services. The last role that the consumer plays is of a gatekeeper. The gatekeepers are the secretaries and tech personnel. They also control the flow of information and are directly deal with the vendors

2. The real-life example of high involvement in the decision while buying cars or other assets. The consumers play all the roles in buying a car or other assets. The consumers play all the roles in the process. The goods or services that require less involvement are the household or grocery items. The consumers do not have to play all the roles while buying all the grocery or daily life products, as grocery products are not expensive and can be purchase by anyone. Hence, both of these products are different and require different amounts of involvement in the current era.