The Northwoods University IT department is planning to buy additional computers for the computer lab. Pedro Bechara, manager of the lab, is asked for a recommendation, and he suggests buying Macintosh computers instead of Windows PCs. What role does Pedro play in the buying center?

Select one:
A. initiator
B. buyer
C. influencer
D. decider
E. gatekeeper

C. influencer

Explanation:

In the decision making of sales, following play vital role in closing sales deal:

Influencer: It play a very vital role in decision making for sales, though they are not the one who has any authority to take sales decision or financial power, however, they involve in a research process who suggest or influence decision maker to understand which buy could be best buy.

In the given scenario, Pedro Bechara play an influencer role in the buying center by making recommendation on buying decision.

answer; functional fixedness;