Question

Why is it important to understand the roles that people play in a purchase or usage decision in Marketing Communications?

Answer 1

It is important to target your communications as per roles that people play in a purchase or usage decision. Hence, it is imperative to understand the different roles people play in a purchase. These roles have implications for:

• Adding product features and marketing them
• Marketing messaging - Reach out to actual buyer/ decider or influencer
• Type of promotion - Print, media etc.

The roles could include:

1. Initiator - Person who initiates the idea of buying

2. Influencer - Someone who has the power to influence purchase

3. Decider - Person who decides what to buy and where to buy

4. Buyer - Person who actually buys

4. User - Person who uses the product/service

An example to describe the importance of roles that people play in a purchase or usage decision is described below:

Let's assume a family is looking to purchase a car. The wife's focus is on the safety aspect of the car and the wife is a key influencer in the family, No big purchase is made without her approval. At the same time, husband's priority is on the economic aspect and he is the final decision maker for purchase. Husband is also the user and buyer of the car. In this case, a car company that highlights its features such as safety would get approval from the wife. The most economical car with approval from the wife on safety aspects would be bought.

If a company understand that safety is a key element for purchase, then they would highlight this aspect in their marketing communications.