quality:correction, structural:expansion, information:filtering
The purchase decision and its context

Some purchase decisions are made by groups (such as families, households or businesses) while others are made by individuals. When a purchase decision is made by a small group, such as a household, different members of the group may become involved at different stages of the decision process and may perform different roles. For example, one person may suggest the purchase category, another may search for product-related information while yet another may physically go to the store, buy the product, and transport it home. It is customary to think about the types of decision roles; such as: