A group responsible for establishing a service company that specializes in services to larger residents' associations has been involved with John. Now consider issues related to customer behavior, competition and pricing. As before, John is a bit confused and therefore comes to you with advice and asks for an explanation;

a) how the customer could also be a competitor and whether there would be direct rather than indirect competition,

b) what is the difference between personal influences and social influences on consumer buying behavior and which of these factors is most important for the service in question

c) what general issues need to be taken into account when formulating a pricing strategy for the business.