Moreover, the characteristics of person, the difficulty and the environment of the purchase decision and the social context can affect if or with the heuristical ones of choice they are used (KOTLER and KELLER, 2006, P. 195). Competitive forces: They are the five forces that determine the intrinsic attractiveness, in the long stated period, of a market or segment of market: competitors of the sector, new potential, substitute, buying and supplying competitors. The threat of intense rivalry in the segment occurs when already it possesss powerful competitors, aggressive or numerous, where wars for price, battles in the field of the propaganda and launching of new products will occur, causing onerous competition. The threat of new competitors if bases on the configuration of the entrance barriers and exit of the segment of market, being most attractive for new incoming when the entrance has great small barriers of exit.

The threat of substitute products occurs when other products intervene with the decision of purchase of its product for the consumer, being able to be real or potential and affecting the limits of price and profit in the segment. The threat of the bargaining power each bigger time of the purchasers happens the measure that they organize themselves and if they concentrate, when the product represents a significant parcel of the costs of the purchaser, when the product is not differentiated, when the costs of change of the purchasers is low, when the purchasers are sensible the price due the low edges of profit, or when they can integrate previous periods of training of the productive chain.