Factores situacionales y sociales relevantes en la toma de decisión del consumo de chocolate tipo golosina en la ciudad de Medellín
Peláez Martínez, Andrea | 2011
The purchasing or buying process by which an individual goes through when is going to buy chocolate is complex and varies depending on many factors were the situational and social have an important role. The situational make reference to the buying and consuming moments that convince the person making the purchase. The social have more to do with the reference groups to which an individual feels belonging or wants to belong, the traditions that each person has depending on the environment where he or she grew up, the status that wants to project and how feels influenced by the environment and people around.
Based on several instruments, highlighting exploratory research, depth interview and role games this investigation is intended to learn more about the preferences and tastes of the consumer, the attributes to which gives more relevance depending on the purchase or consuming situation and the society where the individual lives to finally know and learn more about the consumer, the aspect to which gives more relevance and get colder to him by the attributes that he cares more about.