A role consists of a set of actions and activities expected of a person holding a certain position within a group, organization, or institution. All individuals assume several roles depending on the number of positions they occupy. Roles may affect whether, what, where, when, or why a person buys. The roles of other persons also influence purchasing behavior. Marketers want to know who does the actual buying as well as who influences the purchase decisions. Consider the types of clothes you buy and wear to work, school, church, or the gym. You and the people at each of these destinations know the types of appropriate clothing for each place.