Análisis Del Comportamiento Del Consumidor PDF

# ANÁLISIS DEL COMPORTAMIENTO DEL CONSUMIDOR: ## EL PROCESO DE DECISIÓN DE COMPRAS: ### ETAPAS: * **The duration of each stage varies depending on**: * **the risk of the purchase**, or * **the previous experience** the buyer has with the product, and * **the knowledge** about other bran...

# ANÁLISIS DEL COMPORTAMIENTO DEL CONSUMIDOR: ## EL PROCESO DE DECISIÓN DE COMPRAS: ### ETAPAS: * **The duration of each stage varies depending on**: * **the risk of the purchase**, or * **the previous experience** the buyer has with the product, and * **the knowledge** about other brands. * These decisions will change depending on internal and external factors and marketing variables of the company. * **Stage 1: Recognition of need:** * The buyer identifies a need. * Marketing Strategies in this stage attempt to **understand the factors that cause these needs** in order to create successful marketing strategies. * **Stage 2: Information Search:** * Unless the pressure to buy is very strong, the buyer will **search for information before buying.** * There are **two types of information search:** * **Intensified Attention:** Increased reception of information about the product. * **Active Search:** * The consumer seeks information. * There are **four types of information sources (F.I.)**: * F.I. Personae: Friends, neighbors, family... * F.I. Commercial: Advertising, salespersons, retailers... * "F.I. de uso de experiencia"... (use or experience) * F.I. Institutional: Public bodies... * Through information search, the consumer gets to know and analyzes the brands. * **Stage 3: Evaluation of Alternatives:** * The consumer uses information to assess different brands. * Marketing managers can **influence this product evaluation with various techniques:** * **Psychological repositioning:** Making consumers believe that a brand's attributes are superior. * **Real repositioning:** To change a product's characteristics in relation to real features. * **Competitive repositioning:** Make marketing campaigns to discredit the attributes of the competition. * **Stage 4: Purchasing Decision:** * Factors that influence the purchasing decision are: * **Attitudes of other people:** Possible negative attitudes can discourage the purchase. * **Unexpected factors:** Changes in the budget, offers, discounts... * **Stage 5: Post-Purchase Behavior:** * The buyer can experience satisfaction or dissatisfaction in relation to expectations and results. * **Value perceived = Expectations --> Satisfaction** * **Value perceived ≤ Expectations --> Dissatisfaction** ### ROLES OF PURCHASE: * The company optimizes its marketing strategies depending on the role of the participants in the decision-making process. * **Initiator:** Suggests the need to acquire a good or service. * **Influencer:** Their opinion influences the purchasing decision. * **Decider:** Makes the final purchasing decision. * **Buyer:** Makes the purchase. * **User:** Consumer of the acquired good or service. ## TYPES OF PURCHASE BEHAVIOR: * There are four types, determined by two variables: * **High Involvement** (expensive, risky, uncommon) * **Low Involvement** (cheap, risk-free, common) * **Significant brand differentiation** * **Minimal brand differentiation** | Involvement | Brand Difference | Behavior | |-------------|------------------|---------------| | High | High | Complex Purchase | | High | Minimal | Dissonance-reducing Purchase | | Low | High | Variety Seeking | | Low | Minimal | Habitual Purchase | * **Complex Purchase Behavior:** * The consumer is highly involved and aware of the brand differences. * It is an expensive, risky, and infrequent purchase. * **Dissonance-reducing Purchase Behavior:** * The consumer is highly involved but finds minimal differences between brands. * The problem may arise due to dissonance caused by seeing the capabilities of other products after buying. * **Habitual Purchase Behavior:** * The consumer is minimally involved and appreciates minimal differences between brands; they purchase a familiar product. * **Variety-Seeking Purchase Behavior:** * The consumer is minimally involved but perceives differences between brands; they tend not to be loyal and switch brands frequently, more for variety than dissatisfaction. ## DETERMINANTS (INTERNAL AND EXTERNAL) OF PURCHASE BEHAVIOUR: ### INTERNAL VARIABLE: * **Socio-demographic Factors:** * **Socio-demographic profile:** These are observable factors easily measured: Age, gender, marital status, occupation, income... * **Psychological factors:** * **Personality, Self-concept, and Lifestyle:** * Personality is made up of the psychological traits of the individual that determine how they relate to their environment. * Self-concept is how someone perceives themself. * Lifestyle is how someone lives and interacts with their environment. * **Motivation:** The force that makes a consumer purchase. * **Perception:** The process by which people select, organize, and interpret information. This process is selective and has stages: * **Selective Exposure:** Looking for stimuli of interest. * **Selective Attention:** It is the tendency to reject most stimuli and focus on the ones relevant to present needs. * **Selective Distortion:** It is the tendency to adjust information to make it personally meaningful. * **Selective Retention:** This is the tendency to keep only the information that supports attitudes and beliefs. * **Learning and Experience:** Learning is the process and experience is the result. In learning, behavior is modified, and experience reinforces it. * **Attitudes and Beliefs:** An attitude is a way of consistently acting in response to a stimulus. Beliefs are descriptive ideas about something. ### EXTERNAL VARIABLES * **Cultural Factors:** * **Culture and Subculture:** Norms, beliefs, and customs acquired by society. Subcultures are diverse, depending on nationality, religious groups, racial groups, or geographic areas. * **Social Class:** The position an individual or family occupies within the social structure. It is determined by income, occupation, education, and place of residence... * **Social Factors:** * **Reference Groups:** These are social groups the individual belongs to or identifies with. They are divided into: * **Primary Groups:** Family, friends... * **Secondary Groups:** Neighbors, associations, unions... * These groups influence information (providing information), comparison (comparing options), and normativity (inciting adherence to norms). * **Opinion leaders:** Experts, first adopters, and people whose opinions stand out as more credible. * **Contextual Factors:** * **Situational Influences:** There are different situations that affect the purchasing process. They are grouped by: * Purpose of the purchase * Individual's state * Purchasing situation * Situation's physical environment * Socio-cultural environment ## THE NEED FOR INFORMATION: * The consumer carries out a preliminary evaluation of the purchase, which will be more or less thorough depending on the perceived risk. * **Risk:** Uncertainty concerning the consequences of a purchase. * **There are four types of risks:** * **Financial Risk:** Replacement cost, repair cost, or defect. * **Time Risk:** Time loss due to returns, claims... * **Physical Risk:** Product use can harm health or physical integrity. * **Psychological Risk:** The product may damage one's self-esteem. * The consumer always seeks to reduce risk by informing themself. * **There are three types of risk-reducing behaviors:** * **Extensive Research:** Applied in cases of high risk, when the consumer is unfamiliar with the brand or product. * **Limited Research:** The consumer is familiar with the product but not with various brands. Decision criteria are already established. * **Routine Behavior:** The consumer has experience with the product and brands. Stages of the purchasing decision are removed. ## LEVELS OF CONSUMER RESPONSE: * **Physical or mental response to a stimulus.** There are three levels: * **Cognitive Level:** Search and gathering of information. * **Affective Level:** Formation of attitudes. * **Behavioral Level:** Buying behavior and post-purchase behavior. * The learning process follows a sequence; however, the order may vary, resulting in different purchasing situations. * **To study these diverse purchasing situations, two variables are examined:** * **Level of Involvement:** The degree of thought, attention, and deliberation. It can be strong or weak. * **Mode of Approach to Reality:** How the individual approaches reality. There are two possibilities: * **Intellectual Approach:** They focus on the logic and reasoning. * **Emotional Approach:** They let themselves be carried by emotions. | Involvement | Approach | Result | |-------------|--------------------|---------------| | High | Intellectual | Learning Process | | High | Emotional | Affectivity | | Low | Intellectual | Routine | | Low | Emotional | Hedonism | * **Routine Learning:** The price is high; decisions are based on functional and objective characteristics. * **Cognition → Affection → Behavior:** Cognitive factors are considered, but the buyer is guided by values, preferences, and personality. * **Routine Behavior:** The price is low; the buyer purchases after evaluating the product objectively. * **Affection → Cognition → BEHAVIOR:** The product is evaluated with objective criteria before purchasing. * **Hedonism:** The price is low; the consumer buys according to their preferences. Behavior is guided by feelings and emotions. * **Behavior → Affection → Cognition:** The choice is made according to the product's attractiveness. ## BUYING BEHAVIOR OF ORGANIZATIONS: * **Motivations of an Industrial Customer:** They are multi-dimensional and based on: * **Technical:** The product fulfills its function. * **Financial:** The cost of the purchase. * **Support:** After-sales service quality. * **Information:** Access to information and market data. * **Social-psychological:** The relationship of dependence with the supplier. * In turn, these motivations guide the selection of products, suppliers, and orders. ### INDUSTRIAL PURCHASE PROCESS: 1. **Identify the need:** Internal or external stimuli. 2. **Determine general characteristics:** Of the desired product. 3. **Describe technical and non-technical specifications:** Of needs. 4. **Identify qualified suppliers:** Of the products. 5. **Request and evaluate proposals:** From suppliers. 6. **Select suppliers:** According to specifications. 7. **Place the order.** 8. **Monitor and evaluate the results:** Of both products and suppliers.