CONSUMER BEHAVIOR
The purchase decision process
Recognition of the problem or the need to satisfy
Search for information in order to find out what products or services exist in the market that meet your need.
Search for information in order to find out what products or services exist in the market that meet your need.
Evaluation of the alternatives that suit you best among existing ones.
Purchase decision, acquiring the product or brand you have selected, this phase is usually given in the establishment, in which a seller influences.
Use of the product and post-purchase evaluation, whose study and knowledge of the behavior of the buyer
Satisfaction determines the occurrence of the repeat purchase.
Influences in the purchase process.
External variables
Social class
Cultural environment
Economic environment
Technological environment
Reference groups
Family
Internal variables
Motivations
Attitudes
Behavior
Learning
Lifestyles
Segmentation strategies
Concentrated strategy
The advantage is that it achieves a high market share
but has the disadvantage of dedicating itself to very few segments, which is a great risk.
The company only serves a few segments of the market
Differentiated strategy
The company offers each segment the products it needs and the right marketing-mix
The main advantage is the increase in sales, the greater participation in the market and customer loyalty.
The drawback is the increase in production costs and commercial variables.
Undifferentiated strategy
The company does not consider differences between the different market segments and treats all of them with the same strategy.
The most important advantage is the reduction of the cost
The drawback is that it can not satisfy the wishes of all consumers with the same product and marketing mix
HARD
IS A PROBLEM
The segmentation of markets.
Objectives
General
Demographic variable
Socioeconomic criteria
Geographic criteria
Specific
intensity, variety, fidelity
1st purchase or repeat Place of purchase
Purchase situation
Subjective
General
SubtemPersonality: leadership, authority
Lifestyles
Specific
Benefit sought
Attitudes
preferences