Select a statement that is NOT correct about buying center. a. Decision-making is less influenced by emotions as multiple persons and large purchase volume are involved in business buying decisions. b. buying center is all the people that participate in or influence an organizational purchase. c. Although "decider" makes a purchase decision, concerns of all the other influencers should be adequately addressed to establish an on-going business relationship. d. Examples of gatekeepers are purchasing agents, office managers, and secretaries. e. "Purchaser" is the person who makes a final decision in the buying center.

The statement that is NOT correct about buying center is e. "Purchaser" is the person who makes a final decision in the buying center.

Explanation:

A buying center is a concept in an organization explained in b, that is, all the people that participate in or influence and organizational purchase. This is important for the organization, because, knowing all the needs and roles in the purchase circle is fundamental for an effective process of purchasing, and avoids emotional o arbitrary decision-making, as said in a. And that is because, as said in c, there are six roles involved in the purchase decision and not only one person, even when there is one that has the ultimate call in the process. The six roles are: initiators, influencers, deciders, users, users, and gatekeepers. The latter, as mentioned in d, are normally agents, office managers, secretaries, but also assistants or juniors.

"Deciders", not "purchasers", are the ones that makes the final decision even though they sometimes do not make the actual purchase. That is why option e is NOT the correct answer.