Podcast
Questions and Answers
What is the Decision-Making Unit (DMU)?
What is the Decision-Making Unit (DMU)?
What is the primary role of the buyer in a DMU?
What is the primary role of the buyer in a DMU?
Who can be part of a DMU besides the buyer?
Who can be part of a DMU besides the buyer?
Which role is responsible for gathering product information in a DMU?
Which role is responsible for gathering product information in a DMU?
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The final decision in a DMU is typically made by the:
The final decision in a DMU is typically made by the:
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Which role in the DMU might veto a purchase?
Which role in the DMU might veto a purchase?
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The influencer's role in a DMU is to:
The influencer's role in a DMU is to:
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Who is responsible for using the product in a DMU?
Who is responsible for using the product in a DMU?
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What distinguishes a gatekeeper in the DMU?
What distinguishes a gatekeeper in the DMU?
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In a family purchase, children often act as:
In a family purchase, children often act as:
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The decider in a DMU:
The decider in a DMU:
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An external consultant in a DMU typically serves as a:
An external consultant in a DMU typically serves as a:
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Which role often initiates the decision-making process in a DMU?
Which role often initiates the decision-making process in a DMU?
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A gatekeeper's influence is strongest during:
A gatekeeper's influence is strongest during:
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In large organizations, the decider is often:
In large organizations, the decider is often:
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How do influencers affect the DMU?
How do influencers affect the DMU?
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Which role in the DMU has minimal direct interaction with the product?
Which role in the DMU has minimal direct interaction with the product?
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Marketers targeting a DMU must:
Marketers targeting a DMU must:
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Flashcards
Decision-Making Unit (DMU)
Decision-Making Unit (DMU)
A group of people involved in a purchase decision.
Buyer's role
Buyer's role
Makes the actual purchase.
DMU members (besides buyer)
DMU members (besides buyer)
People who influence the decision, not just the buyer.
Gatekeeper's role
Gatekeeper's role
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Decider's role
Decider's role
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Decider's veto power
Decider's veto power
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Influencer's role
Influencer's role
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User's role
User's role
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Gatekeeper's influence
Gatekeeper's influence
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Family & children
Family & children
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Decider's authority
Decider's authority
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External consultant's role
External consultant's role
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Typical DMU initiator
Typical DMU initiator
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Influencer's impact on DMU
Influencer's impact on DMU
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Role with minimal direct product interaction
Role with minimal direct product interaction
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Marketing strategy for DMU
Marketing strategy for DMU
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Decider in large organizations
Decider in large organizations
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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.
