80 Principles of Marketing
more than one role. They play roles as initiator, infl uencer, decider and user. Let us see the functions
performed under each role.
■ Initiator: The individual who makes the consumer aware of the need is the initiator. In true sense
they are the creators of that specifi c need. The individual themselves or any other person of their
family, or a friend or the sales personnel of the company may perform the role of initiator.
■ Infl uencer: They are the people who give suggestion to the customer, and the customer perceives
them as well experienced. The family members, friends, present users of the product or the persons
selling the product may act as infl uencers.
■ Decider: They are the people who ...