Discussion
In Consumer Buying Behaviour, initiator is :
Answer: A
The initiator is the person who first suggests the idea of buying the product or service.
Kotler lists five buying roles: the initiator, who first suggests buying; the influencer, whose views or advice affect the decision; the decider, who makes the decision; the buyer, who makes the actual purchase; and the user, who consumes or uses the product.
The other options describe the buyer, the user and the influencer, so each names a different role.
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