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DB05-1 Influences on consumer buying behavior.docx -...

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Discussion Board Activity 5-1: Influences on consumer buying behaviorLearning ObjectiveThis activity helps achieve the following learning objective from Essentials of Marketing:LO5.2: Understand how psychological variables affect an individual's buying behavior.LO5.3:Understand how social influences affect an individual's buying behavior.LO5.4: Describe how culture and ethnicity influence consumer buying behavior.AssignmentIn the short cases that follow, a variety of psychological variables and social variables areoperating to influence a consumer's response.Psychological variables may include needs, perceptions, learning, attitudes, and beliefs (seedefinitions below). Social variables may include family, reference groups, and culture.For each case:a.Identify one or two relevant psychological variables and briefly explain how each item isillustrated in the case.b.Identify one or two relevant social variables and briefly explain how each item is illustratedin the case.1.Carlos and Faith Gumucio and their two children are considering the purchase of arecreational vehicle. Carlos is enthusiastic because, he argues, the RV would be perfect forfamily camping trips, as well as fishing trips with his friends. Faith is less in favor of thepurchase. She is nervous about camping in remote locations—and wonders how they wouldget help in emergencies. She also remembers a report that RVs get low gas mileage and are,therefore, expensive to run. Carlos is quick to point out that the same report described thelarge potential savings of a weeklong vacation in an RV compared to staying at a hotel ormotel.
b.In the case, family is a social variable illustrated in the case. Carlos’s wife-Faith doesn’treally like RVs and opposed Carlos’s opinions about the purchase. In addition, family with4 members including 2 kids is large enough for them to require an RV.1

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Term
Fall
Professor
LOTHIA
Tags
Psychology, Recreational vehicle

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