Reference no: EM133589032

This activity helps achieve the following learning objective from Essentials of Marketing:

1. Understand how psychological variables affect an individual's buying behavior.

2. Understand how social influences affect an individual's buying behavior.

3. Describe how culture and ethnicity influence consumer buying behavior.

Assignment

In the short cases that follow, a variety of psychological variables and social variables are operating to influence a consumer's response.

Psychological variables may include needs, perceptions, learning, attitudes, and beliefs (see definitions below). Social variables may include family, reference groups, and culture.

For each case:

Identify one relevant psychological variable and briefly explain how it is illustrated in the case.
Identify one relevant social variable and briefly explain how it is illustrated in the case.

Please note that you need to pick a specific sentence (or two) in each scenario to illustrate a variable. The variable should not be based on the scenario as a whole.

Please follow the format provided after each case.

Carlos and Faith Gumucio and their two children are considering the purchase of a recreational vehicle. Carlos is enthusiastic because, he argues, the RV would be perfect for family camping trips, as well as fishing trips with his friends. Faith is less in favor of the purchase. She is nervous about camping in remote locations-and wonders how they would get 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 the large potential savings of a weeklong vacation in an RV compared to staying at a hotel or motel.