Consumer Decision-Making Unit (DMU)

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.