If an individual is directly affected by a purchase decision, then he/she will strive to gain more power in the business-to-business buying process.

Question

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When an individual is directly affected by a purchase decision, such as being responsible for implementing or using the purchased product or service, they are more likely to strive for more power in the buying process to ensure that their needs and preferences are taken into account. This can include seeking more input into the decision-making process, advocating for their preferred solution, or even vetoing decisions that do not meet their requirements.

If an Individual Is Directly Affected by a Purchase Decision