Final answer:
There are three main types of buyers in the purchasing process: The economic buyer focuses on financial impact, the infrastructure buyer on practicality and functionality, and the user buyer on usability and performance. Companies must understand each buyer type to target their sales strategies effectively.
Step-by-step explanation:
In the purchasing process, particularly relevant to businesses, there are different types of buyers each with specific roles and importance:
- The economic buyer is the decision-maker who has the authority and responsibility to make the final decision about a purchase. This buyer considers the financial impact of the purchase, such as return on investment and how it aligns with the company's budget and strategic goals.
- The infrastructure buyer also known as the technical buyer or operations manager, focuses on the practicality and functionality of the purchase. They look at how the product or service will fit within the company's existing systems and processes.
- The user buyer is the actual end user of the product or service within the company. They are concerned with the usability, efficiency, and overall performance of the product or service.
Understanding the perspectives and motivations of these different buyer types is crucial for businesses to tailor their marketing and sales approaches effectively.