CB quiz - 2.3 Harvard note - Consumer Decision-Making Unit (DMU)

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Questions and Answers

What is the Decision-Making Unit (DMU)?

A single person responsible for all purchase decisions

A group of individuals influencing and participating in a purchase decision (correct)

The marketing team targeting consumers

A consumer feedback group

What is the primary role of the buyer in a DMU?

To evaluate post-purchase satisfaction

To provide financing for the purchase

To make the actual purchase (correct)

To influence others within the DMU

Who can be part of a DMU besides the buyer?

Individuals influencing the decision (correct)

Only financial advisors

Only external consultants

Only the family members of the buyer

Which role is responsible for gathering product information in a DMU?

Gatekeeper Signup and view all the answers

The final decision in a DMU is typically made by the:

Decider Signup and view all the answers

Which role in the DMU might veto a purchase?

Decider Signup and view all the answers

The influencer's role in a DMU is to:

Persuade or guide decisions Signup and view all the answers

Who is responsible for using the product in a DMU?

User Signup and view all the answers

What distinguishes a gatekeeper in the DMU?

They control access to information Signup and view all the answers

In a family purchase, children often act as:

Users Signup and view all the answers

The decider in a DMU:

Has authority to finalize the decision Signup and view all the answers

An external consultant in a DMU typically serves as a:

Influencer Signup and view all the answers

Which role often initiates the decision-making process in a DMU?

Gatekeeper Signup and view all the answers

A gatekeeper's influence is strongest during:

The pre-purchase phase Signup and view all the answers

In large organizations, the decider is often:

The individual with budgetary control Signup and view all the answers

How do influencers affect the DMU?

By suggesting or endorsing specific options Signup and view all the answers

Which role in the DMU has minimal direct interaction with the product?

Gatekeeper Signup and view all the answers

Marketers targeting a DMU must:

Address all roles within the DMU Signup and view all the answers

Study Notes

Consumer Decision-Making Unit (DMU)

A DMU is a group of individuals who influence and participate in a purchase decision.
The primary role of the buyer is to make the actual purchase.
Other roles in a DMU include influencers, who impact the decision, the gatekeeper, who controls the flow of information, the decider, who makes the final decision, and the user, who actually uses the product.
The gatekeeper is responsible for gathering product information.
The decider typically makes the final purchase decision.
The influencer persuades or guides the decision-making process.
The user interacts with the product after the purchase.
In a family purchase, children can act as buyers.
Gatekeepers are influential during the pre-purchase phase.
In large organizations, the decider is usually the individual with budgetary control.
Influencers affect the DMU by suggesting or endorsing options.
Buyers may also act as users.
The role with the least direct interaction with the product in a DMU is the gatekeeper.
Marketers should target all roles within a DMU.

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Description

Explore the roles within the Consumer Decision-Making Unit (DMU) that influence purchase decisions. Learn about the key players such as the buyer, influencer, gatekeeper, decider, and user. This quiz covers how these roles interact and affect the purchasing process in both family settings and large organizations.