The buying center comprises all of the people performing different roles in the buying process based on their expertise and responsibilities within their organization.

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The buying center concept in organizational buying behavior refers to the group of individuals within an organization who, collectively, are involved in the decision-making process for purchasing products or services. Each member of the buying center plays a different role based on their expertise, responsibilities, and influence within the organization, contributing to the final purchase decision.

The Buying Center Comprises All of the People Performing Different