Final answer:
The composition of a buying center depends on the complexity and importance of the purchase, the expertise needed, the level of risk, demographic cues, and the required threshold population for the business.
Step-by-step explanation:
The number/type of people in a buying center largely depends on the complexity of the purchase decision, the importance of the purchase, the level of expertise required, and the risk involved. The buying center typically comprises individuals with varied roles such as users, influencers, buyers, deciders, and gatekeepers, each bringing a different perspective to the purchase decision. The proportion of these individuals can be influenced by factors such as the proportion of all people who will buy the product, opinions based on heuristics or research, demographic cues like age, gender, race, socio-economic status, and the minimum threshold population required for a business to be viable.