Comportamiento Del Consumidor

Comportamento del consumidor

1)Which reference groups are mentioned in the text? Classify them according to the criteria mentioned in topic 4 .

2)What type of influence do they exert on the members of the group?

3)After reading the text, what types of power can you identify?

4)For the Martinez family, what kind of decision is the purchase of a beach house? And considering that the main decision makers are Juan and Berta, in which way the decision has been made?

5)Which roles are played by each member of the family in the purchase decision process?

Practice 4

1

Types of reference groups mentioned in this text are consumer tribe because members of the family are sharing a similar way of life

2

This group is a family, parents wants their buying to be pleasant for every the family, it's a utilitarian influence : buying decision is influenced by preference of people with whom them have social interaction ( here family ).

Luis want's this place to be animated by night and where he could make surf etc… It's informational influence because he will looking for different place with the most of criteria possible he wants.

Indeed Paula is value expressive influenced because meanwhile she would like a place with sun, this priority is to be near of this group of friend. we can think that buying this house will be for her a way of be valuated in her group of friends.

3

Social power is the capacity to alter the action of other.

Information power is detained by Paula because of this capacity to use internet and get information,

Coercive power is detained by Luis because of this wish,

rewards power is detained by the children's because of the recognition back to their parents they will feel

legitimate power is detained by the parents because of their legitimate power of leadership of the family.

4

For the family it's an accommodative decision, all of the members of the family have suggestion and the family have to find the most appropriate place to pleasure all. The decision will be made with different factors ; Luis and Paula wishes Parents wishes power and argument of each other …

If the main decision makers where Juan and Berta, it will be a syncretic decision. : It's involves both parents.

5

Initiators are John and Berta because it's their idea.

Influencers are the two child because they argument with their opinions in order to influence the final decision.

Deciders are John and Berta because it's a syncretic decision. ( they have to buying decision power )

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