Kim is the sales representative for a major textbook publisher. when she calls on the business faculty at general university, she also tries to meet with several students to get their feedback on textbooks. she passes this feedback to her managers to guide the development of the publisher's future textbooks. the students are the in the buying center.
There are 7 positions in the Buyer Decision Process which includes the Initiators, the buyers, decision makers, influencers, Users and Gatekeepers.
The Users are the finally people who actually use the product and their opinion matters. They are usually consulted on how to make a product better in the post-evaluation process.
Kate as a sales representative arranged to meet students and got their feedback on textbooks with the aim of using their feedback to make their textbooks better. This would signify that the students play a USER role in the buying centre and their opinion is being used to learn to make a product better. Also, the company sells textbooks and textbooks are usually for students.
The answer is: B) User
In this specific case the students can be both only final users of your products (books) or they can also be the buyers/users of the books. They are obviously going to be the product’s end-users. They will need to read and study the books for their university classes.
That doesn´t necessarily mean that they are going to buy the books. They definitely are not going to decide whether those books are appropriate and useful for the university´s courses or not. When I went to college sometimes our professor told us to buy certain books and other times textbooks were given to us.
The students are the users in the buying center
Even though the students are the one buying the books directly, it is imperative that their feedback are taken and factored into future editions such that the book capture their yearnings not necessarily in the area of syllabus content but in areas relating to features that make reading enjoyable such as graphic designs, placing quiz answers at the back of the text and not immediately after the end of the chapter and so on.
This way all stakeholders including the students are given a sense of belonging by the publisher.
A buying center is a consists of a group individuals that contributes to the decision of making a particular purchase at any time. This group of individuals which serve as a decision-making unit, play several roles in the process of purchasing a product or service. They may include, users, influencers, deciders, buyers, and gatekeepers.
The users are the ones who generate the specification of the product or services needed in the buying process as they are the end users. They are also responsible for evaluation of the performance of a product or service.
The students in the question given above are the users in the buying center
The students are the users in the buying center.
User(s) refer to a person or group of people who uses a product. They benefit from the production of a product and they can also be called beneficiaries.
The students uses the textbook to gain more knowledge, experience and skills.
The users (students) as used here refers to the consumers of the publishers textbook
When Kimberley get feedback from the students ( users) to the publisher, it makes the publisher have an idea on how to improve on his future publishing. Every producer needs to get information from it's users so as to improve on it's product.
The users be the ones to use the product, initiate the purchase process, generate purchase specs and evaluate product performance after the purchase.