Consumer Decision-Making Unit (DMU)

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Questions and Answers

What is the Decision-Making Unit (DMU)?

The marketing team targeting consumers

A consumer feedback group

A single person responsible for all purchase decisions

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

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

To influence others within the DMU

To provide financing for the purchase

To make the actual purchase (correct)

To evaluate post-purchase satisfaction

Who can be part of a DMU besides the buyer?

Individuals influencing the decision (correct)

Only financial advisors

Only the family members of the buyer

Only external consultants

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 influencing and participating in a purchase decision.
The primary role of the buyer is to make the actual purchase.
Individuals influencing the decision, external consultants, and financial advisors can also be part of a DMU.
The gatekeeper gathers product information within a DMU.
The decider makes the final buying decision.
The user will eventually use the product.
The influencer persuades and guides the decision making process.
A gatekeeper controls access to information.
The decider often has budgetary control in large organizations.
In a family purchase, children often act as buyers.
The influencer's role in a DMU is strongest during the pre-purchase phase.
An external consultant within a DMU typically serves as an influencer
The user interacts with the product after the purchase.
The buyer role can also be the user.
The gatekeeper has minimal direct interaction with the product.
Marketers should target all the different roles within the DMU.

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Description

Explore the concept of the Consumer Decision-Making Unit (DMU) and understand the roles of buyers, influencers, deciders, gatekeepers, and users in the purchasing process. This quiz will take you through the dynamics of decision-making within a group setting, particularly in consumer behavior. Learn how each role contributes to the ultimate decision on a product purchase.