Individuals within the buying center who shape the purchasing decision by providing information or criteria that should be used in evaluating alternatives are called influencers.

Question

Quizplus · Accepted Answer

This is true. Influencers are individuals who have the power to impact the opinions or decisions of others within the buying center by providing important information or criteria for evaluating purchasing alternatives. This can include technical experts, consultants, or even end-users who have specific needs or preferences that should be considered in the decision-making process.

Individuals Within the Buying Center Who Shape the Purchasing Decision