The Psycho-sociology and decisions consumer purchase of Aventura Mall Shopping Plaza - Trujillo

Abstract

The present research has the purpose of analyzing the way in which Psychosociology influences the purchasing behavior of the Consumers of Mall Aventura Plaza Shopping Center of Trujillo in the period 2008-2009. A survey was applied to a probabilistic sample of 385 consumers in this shopping center. The applied sampling's technique was the “Mall Intercept”, being identified the factors that influence the purchasing decision, and explains the group behavior in regard to the purchasing decisions of these consumers. It was determined that there is a direct relationship between the consumer's expectations and the attitude's modification. The consumer of Mall Aventura Plaza Shopping Center sets its believes, values, opinions, attitudes, behavior, and - in general - life style at the role that has to play. Each one of the consumers tries to reset the coherence between its life and surrounding life. Although, the Consumer of Mall Aventura Plaza Shopping Center wants to accept the incongruence that sometimes comes up between his/her opinions and convictions, and its consumption behavior, its not inclined towards leaving the external coherence, that is to say, the coherence of his/her public image.