There are four source of the utilitarian influence that affect consumers on purchasing color tv sets (1) conformity to friends' expectations, (2) conformity to family's expectations, (3) friend's influence, and (4) family's influence. There are five source of the value-expressive influence that affect consumers on purchasing color tv sets (1) an indication of economic status, (2) an indication of occupation/activity, (3) concern with keeping with current information, (4) desire to attract attention and, (5) suitability in term of taste.
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