INSTITUTO POLITECNICO NACIONAL

Escuela Superior de Comercio y AdministraciónUnidad Santo Tomás

Comportamiento del Consumidor

Sesión 3

Actividad 3

“Mental map: The Society and the consumer”

Alumna:Rojas Gómez Marcela Liliana.

Grupo: 2RX32

Asesora:Santa Ibarra Ríos.

Mental map: “The society and the consumer”.

Individual memebers Often serve different roles in decisions.

The society and the

consumer

Although a single person may have a lower income than a

married couple than a single.

Family life cycle

Family decisión making

The decision maker have the power to determinate:Whether to buy, which product, which brand, where, and when to buy.

Group influences:Aspirational reference groupAssociative reference groupDissociative reference group

Influence is based almost entirely on members' knowledge