Question

Ruth keeps account of her family's expenses. She keeps track of the entire family's needs and discusses with other family members about what products need to be bought. She realizes that the family requires a bigger refrigerator and discusses this with her parents. She collects information about refrigerators from various brands so that her parents can make an informed decision. In the given scenario, Ruth plays the role of the ________ in the household purchase process.a. innovator
b. influencer
c. gatekeeper
d. purchaser

Answer 1

The correct answer is B. Influencer

Explanation:

In the purchasing process, an influencer refers to an individual who influences or affects the purchasing process; this includes the type of products other people buy, the reasons to buy them, and the frequency these are bought. Due to this, influencers can make other people pay for certain services or products or abstain from doing this.

In the case presented, Ruth acts as an influencer because through her actions she convinces her family they need to buy a refrigerator, which means she affects the purchasing process. Also, as an influencer, she is the one that chooses the type of product and she informs the buyers (her parents) about the reasons for buying this.