It is a group of loosely aligned people with an interest in the product. Each participant has his or her own goals and responsibilities. Initiators are the people who first suggest a need for the product. Users will actually use the goods or services being purchased. Influencers provide information for evaluating alternatives.
Gatekeepers manage the flow of information to buying center members.
Deciders actually make the buying decision. Buyers are responsible for placing the purchase order. The buying situation, the perceived risk, and the actions of all buying center participants can affect a supplier's chances of being considered. Marketers often have difficulty determining who is playing which buying role. Many organizations are searching for ways to slice time and costs from the buying process.