Influência dos fatores externos do processo de decisão de compra do console playstation 4: aplicação no modelo defendido por Schiffman e Kanuk

Abstract

This paper´s objective is to analyze the influence of external factors, as determined in the buying process model defended by Schiffman & Kanuk, in the decision buying process of the Playstation 4 gaming console, using variables related to social class, culture, reference groups and components of the Marketing Mix, as defended by Kotler & Armstrong. Gamers face a complex buying process while deciding to buy a new gaming console, a product that can be considered durable and of high aggregated value. They are also inserted in a social context that implies social prejudices to videogames, relating them to violent behaviors, health problems and not worthy of being considered as a cultural expression. Through the field research, it was verified that factors related to Playstation 4´s games had the most positive influence on the participants, but the remaining external factors influenced in the degree of certainty of buying the console and in the time taken to feel the interest for buying the Playstation 4.