Buying Situation and the Factors that Influenced Decisions
There are many influences that help shape Antonio’s buying decision. The first influence is cultural. Antonio is of Spanish descent, which gives him his knowledge of Aztec cuisine. People of Spanish descent are also very close to their families. This means that his grandmother probably fixed him traditional meals. The second influence would be social. He works on Wall Street so his friends and colleagues are of upper mid-class and higher. Therefore his restaurant will be affordable to the same class of people that he associates himself with. Next would be personal influences. Spanish families are very close to their families and have very strong family ties. He may ask his family for some suggestions when considering a computer system. He is also 49 years old and would make his restaurant not only family friendly, but more appealing to the “baby boomer” generation. The last influence psychological. He has recognized his need for a computer system. Antonio has probably spoken to his colleagues for recommendations on a computer, researched restaurant computer systems on the internet, and/or spoken to someone who specializes in helping restaurant owners purchase their computer systems. Frugal people, like Antonio, will choose a system that is more efficient for his needs even if that means spending a little more than expected.
The elements of the business buying behavior that Antonio will reflect in his decision are very pertinent in the computer system his chooses. He is a very frugal person and will choose quality over quantity. His options will also be carefully researched before his makes his final decision on what computer system to purchase.
Antonio also know that ...