Mercados de consumidor y comportamiento de compra de los consumidores

Presentación del tema: "Mercados de consumidor y comportamiento de compra de los consumidores"— Transcripción de la presentación:

1 Mercados de consumidor y comportamiento de compra de los consumidores
Marketing Octava edición Philip Kotler y Gary Armstrong Capítulo 5 Mercados de consumidor y comportamiento de compra de los consumidores

2 Comportamiento de compra de los consumidores
El comportamiento de compra de los consumidores se refiere a la conducta de consumidores finales (individuos y hogares) que compran bienes y servicios para su consumo personal. Estudiamos esta conducta para saber: “¿Cómo responden los consumidores a las estrategias de marketing que la empresa podría usar?”

3 Modelo de conducta de consumidores
Estímulos de marketing y de otro tipo Modelo de conducta de consumidores Model of Consumer Behavior This CTR corresponds to Figure 5-1 on p. 135 and to the material on pp Producto Precio Plaza Promoción Económico Tecnológico Político Cultural Caja negra del comprador Consumer Behavior Consumer behavior refers to the buying behavior of final consumers -- individuals and households who buy goods and services for personal consumption. Model of Consumer Behavior Marketers control the stimuli or inputs consisting of the four Ps: Product, Place, Price, and Promotion. Environmental and situational influences, though perhaps beyond the control of the marketer, also influence many consumer choices. But what happens between the marketing stimuli input and the buyer’s response or output? That “black box” processing is the central question for marketers. Teaching Tip: You may wish to discuss the “buyer’s black box” in more detail at this stage. Students sometimes become involved in the controversy regarding the presence or absence of consciousness in consumers. Consider using a two-side in-class discussion: Side A: Experimental psychologists argue that what we call consciousness is merely a set of complex learned responses -- an ordinary physiological function. Side B: Sociologists and social psychologists argue that consciousness is greater than the sum of its physiological parts. For marketers, the issue is sometimes linked to free will: Do marketers create needs by conditioning consumers? Do marketers offer need-fulfillers to needs consumer’s create in their “black box?” Proceso de decisión del comprador Características que afectan la conducta del consumidor Respuesta del comprador Tiempo de compra Importe de compra Escoger producto Escoger marca Escoger distribuidor

4 Características que afectan el comportamiento del consumidor
Characteristics Affecting Consumer Behavior This CTR relates to Figure 5-2 on p.135 and previews the material on pp Culturales Sociales Influences on Consumers Cultural. Culture is the most basic influence on a person's values, priorities, and beliefs. Cultural shifts make marketing opportunities although most such changes are in secondary rather than core cultural values. Subcultures are important markets as these groups are often significantly different in their needs to warrant different marketing approaches. Social. Social class is determined by a combination of income, occupation, education, wealth and other variables. Social factors within one's class that affect consumer behavior include reference groups & aspirational groups. Families also exert strong social influences. Finally, each relationship a person has with his or her group carries with it certain roles and status that may carry consumptive responsibilities. Personal. Major personal factors are age and life cycle stage, occupation, economic situation, life style and personality/self-concept. Texts vary in their treatment of the PLC stages but it is clear that singles buy different products than do young marrieds with small children. Occupations differ in time constraints and social pressures to conform that affect consumption decisions. Lifestyles measured by AIO or VALS typologies can reveal different consumption patterns across otherwise dissimilar groups. The unique characteristics of each person that make up their personality also affect behavior. Psychological. Maslow's hierarchy reminds marketers that need states vary in their intensity or motivation. Perception is the process of organizing stimuli and is influenced by selective exposure, distortion, & retention. Learning occurs in response to the presentation of information linked to relevant drives, cues, responses, and reinforcement only some of which is under the control of the marketer. Beliefs and attitudes, though shaped by cultural and social forces, may vary considerably on the individual level. Personales Psicológicas Comprador

5 Factores que afectan el comportamiento del consumidor: Culturales
La causa más básica de los deseos y la conducta de una persona. Valores Percepciones Subcultura Grupos que comparten un sistema de valores basado en experiencias comunes. Consumidores hispanos Consumidores afroamericanos Consumidores asiáticos Consumidores maduros Clase social Los miembros de una clase social tienden a mostrar una conducta de compra similar. Ocupación Ingreso Educación Riqueza

6 Factores que afectan el comportamiento del consumidor : Sociales
Social Factors This CTR relates to the material on pp Factores que afectan el comportamiento del consumidor : Sociales Grupos Pertenencia Referencia Familia Cónyuge, hijos Influyente, comprador, usuario Factores sociales Group Influence on Brand Choice Groups vary in their influence on product and brand purchases as illustrated on the CTR. Consumers belong to several different membership groups. Primary Groups. Primary groups are those with which we have regular but informal interaction. These include family, friends, neighbors, and co-workers. Secondary Groups. Secondary groups are those with which we have more formal and less regular interaction such as religious groups, professional associations, and trade unions. Reference Groups. These groups serve as direct (face-to-face) or indirect points of comparison and evaluation in a person’s formation of attitudes or behavior. Aspirational Groups. This type of group is one to which the individual wishes to belong and emulates in adopting behaviors appropriate to that group. Opinion Leaders. These are people within a reference group who exert influence over others due to special knowledge, skill, personality, or other characteristic. Papeles y status

7 Factores que afectan el comportamiento del consumidor : Personales
Influencias personales Factors Affecting Consumer Behavior: Personal This CTR corresponds to Table 5-2 on p. 142 and the material on pp Factores que afectan el comportamiento del consumidor : Personales Identificación con un estilo de vida Edad y etapa del ciclo de vida familiar Ocupación Situación económica Personalidad y autoconcepto Personal Factors Age and Family Life-Cycle Stage. Buyers’ choices are affected by changes in their age and family structure over time. Young singles have different tastes in clothes, furniture, food, and recreation than do middle aged persons with their own children. Older consumers continue to change in their preferences and additionally acquire new buyer needs such as increased health care needs. Occupation. A person’s occupation carries with it distinct consumptive needs. White collar workers need different clothes than blue collar workers. Also, occupations usually carry their own subcultural norms and values that influence buyer behavior. Economic Situation. Means constrain buyer behavior for almost everyone except for the most wealthy. Personality and Self-Concept. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting response to one’s own environment. Self-concept is the basic perception that people have about who they are. Lifestyle Lifestyle is a person’s pattern of living as expressed in her or his activities, interests, and opinions. Determining lifestyle involves measuring AIO dimensions -- the Activities, Interests, and Opinions of consumers. Psychographics. Lifestyle measures combined with demographic information can identify distinct market segments for consumer products and services. The best known of these methods, VALS 2, is addressed on the following CTR. Actividades Opiniones Intereses

8 Estilo de vida VALS Recursos abundantes Actualizadores
VALS 2 Segments This CTR corresponds to Figure 5-3 on p. 144 and relates to the material on pp Estilo de vida VALS Actualizadores VALS 2 Segments The VALS 2 Segmentation by lifestyle incorporates both psychological aspects such as principles, status, and action orientations as well as resource-based orientations (abundant versus minimal). Descriptions of each area include: Fulfilleds. Fulfilleds are principles oriented individuals who are mature responsible well-educated professionals. Leisure centers around the home but they are also well-informed about the world. High income but practical, value-oriented consumers. Believers. Believers principles oriented individuals who have more modest incomes, are conservative and predictable consumers who favor American products. Achievers. Achievers are status oriented individuals who get satisfaction from jobs and families. Conservatives who respect authority. Products show off success. Strivers. Strivers are status oriented individuals who seek to emulate achievers but have fewer resources. Experiencers. Experiencers are action oriented individuals who like to affect the environment in tangible ways. This group is active and outgoing and likes new things. Makers. Makers are action oriented individuals who also like to affect their environment but in more practical ways. They value self-sufficiency, family, and have little interest in the larger world. Actualizers. Actualizers are resource oriented individuals with the highest incomes and so many resources that they can indulge any or all self-orientations. Image is an expression of taste, independence, and character. They can buy anything; need nothing. Strugglers. Strugglers are resource oriented individuals who have the lowest income and tend to be brand loyal. Strugglers are concerned with survival. Experi- mentadores Orientados hacia los principios Realizados Orientados hacia el status Logradores Orientados hacia la acción Creyentes Esforzados Hacedores Recursos mínimos Luchadores

9 Factores psicológicos
Factores que afectan el comportamiento del consumidor: Psicológicos Motivación Factores psicológicos Percepción Creencias y Actitudes Aprendizaje

10 Jerarquía de necesidades de Maslow
Maslow’s Hierarchy of Needs This CTR relates to the material on p and corresponds to Figure 5-4. De auto- realización (autodesarrollo) De estima (autoestima, status) Maslow’s Hierarchy of Needs Maslow suggests that lower level needs must be satisfied before individuals become motivated to satisfy higher level needs. Thus consumers will respond to lower level products and promotions until those needs are met. Only then can other marketing offers be of interest. Needs include: Physiological. Physical needs such as hunger, thirst, and bodily functions are the lowest level need and require satisfaction before other needs become important to the individual. Sometimes this helps students understand the difference between needs and wants. A thirsty person may still want an expensive car but if thirsty enough will take a drink of water. Safety. Safety needs for security and protection are the next level needs in the hierarchy. So long as physiological needs are met, safety needs will take precedence over other needs. Fear appeals for consumer products are often linked to safety needs. Social. Human beings are social, gregarious animals. We group together in part to fulfill physiological and safety needs but also because we enjoy and need the company of others. Going to malls to "hang out" fulfills social needs. Esteem. To be recognized as an individual fulfills esteem needs. Self-esteem is the value a person places on himself or herself. As lower level needs become more stable, esteem needs become more important to the individual. Self-actualization. Beyond esteem needs very successful people may still be driven to improve themselves and "accomplish something." These people are driven to self-actualize their potential. Necesidades sociales (sensación de pertenencia, amor) Necesidades de seguridad (tranquilidad, protección) Necesidades fisiológicas (hambre, sed)

11 Tipos de decisiones de compra
Types of Buying Decisions This CTR corresponds to Figure 5-5 on p. 151 and relates to the material on pp Tipos de decisiones de compra Comportamiento de compra complejo Comportamiento de compra que busca variedad Alta participación Baja participación Types of Buying Decision Behavior Complex Buying Behavior. Consumers undertake this type of behavior when they are highly involved in a purchase and perceive differences among brands. Involvement increases with the product is expensive, infrequently purchased, risky, and highly self-expressive. Dissonance-Reducing Buying Behavior. Consumers engage in this behavior when they are highly involved with an expensive, infrequent, or risky purchase, but see little difference among brands. Without objective differentiation to confirm the purchase, buyers often seek support to reduce postpurchase dissonance -- the feeling they may have made the wrong decision. Habitual Buying Behavior. This behavior occurs under conditions of low consumer involvement and little significant brand differences. Consumers do not search extensively for information about brands. Brand familiarity aids in promoting products under essentially passive learning conditions. Variety-Seeking Buying Behavior. Consumers may seek variety when involvement is low and there are significant perceived differences among brands. Differences may be product features -- new taste, improvements, extra ingredients -- or promotional benefits such as coupons, rebates, and price reductions. Diferencias importantes entre marcas Comportamiento de compra que reduce la disonancia Comportamiento de compra habitual Pocas diferencias entre marcas

12 Proceso de decisión del comprador
Reconocimiento de necesidades Búsqueda de información Proceso de decisión del comprador The Buyer Decision Making Process This CTR corresponds to Figure 5-6 on p. 153 and relates to the material on pp Teaching Tip: Consider asking students to describe some of their purchases decisions made at the beginning of the term and link them to steps in the process. Evaluaación de alternativas Decisión de compra Comportamiento posterior a la compra Stages in the Buyer Decision Process Need Recognition. Problems are recognized when people sense a difference between an actual state and some desired state. Problem recognition can be triggered by either internal or external stimuli. Information Search. Consumers vary in the amount of information search they conduct. Information search may be a survey of information stored in memory or may be based upon information available externally. Search effort varies from heightened awareness corresponding to increased receptivity for relevant information to active information search modes where the person expends some energy to obtain information that is desired. External information vary in their informational and legitimizing characteristics. Riskier decisions usually elicit more search behavior than non-risky decisions. Evaluation of Alternatives. Following information search, the person compares decisional alternatives available. Criterion for evaluation compares product attributes of the alternatives against degrees of importance each attribute has in meeting needs, beliefs about the product or brand's ability and utility, and an evaluation procedure that ranks the alternatives by preference that forms an intention to buy. Purchase Decision. - The individual buys a product. Purchasing other than the intended product may be due to attitudes of others exerted after the evaluation of alternatives is completed or unexpected situational factors such as point of purchases promotions that affect the alternatives' ranking. Post-purchase Behavior. This involves comparing the expected performance of the product against the perceived performance received. Cognitive dissonance describes the tendency to accentuate benefits and downplay shortcomings.

13 Proceso de decisión del comprador Paso 1. Reconocer necesidades
Reconocimiento de necesidades Diferencia entre un estado actual y uno deseado Estímulos internos Hambre Sed Necesidades normales de una persona Estímulos externos Publicidad por TV Anuncios de revistas Eslogans de radio Estímulos del entorno

14 Proceso de decisión del comprador Paso 2. Buscar información
Fuentes personales Proceso de decisión del comprador Paso 2. Buscar información Fuentes comerciales Familiares, amigos, vecinos Fuente más influyente de información Fuentes públicas Anuncios, vendedores Fuente de la que más información recibe Experiencia propia Medios de masas Grupos calificadores de consumidores Manejo del producto Análisis del producto Uso del producto

15 Proceso de decisión del comprador Paso 3. Evaluar alternativas
Atributos del producto Evaluación de calidad, precio y funciones Grado de importancia ¿Qué atributos me interesan más? Creencias de marca ¿Qué creo acerca de cada marca en venta? Satisfacción total con el producto Con base en lo que estoy buscando, ¿qué tanto me satisfará cada producto? Procedimientos de evaluación Escoger un producto (y marca) con base en uno o más atributos.

16 Proceso de decisión del comprador Paso 4. Decisión de compra
Intención de compra Deseo de comprar la marca preferida Factores de situación inesperados Actitudes de otros Decisión de compra

17 Proceso de decisión del comprador
Paso 5. Conducta posterior a la compra Expectativas del consumidor respecto del desempeño del producto Desempeño percibido del producto ¡Cliente satisfecho! Cliente insatisfecho Disonancia cognoscitiva

18 Etapas del proceso de adopción
Conciencia Etapas del proceso de adopción Stages in the Adoption Process This CTR relates to the material on p. 157. Interés Evaluación Stages in the Adoption Process The new product adoption process parallels the buyer decision process but focuses more on the interaction of consumer needs with product adoption. The new product adoption process may work best to explain how regularly used products requiring re-purchase are considered for inclusion in the consumer's consumptive behavior patterns but may also apply to some durables as well. Awareness. In this stage the consumer is aware of the new product but lacks further information about it. Interest. The consumer is motivated to seek information about the new product. Evaluation. The consumer determines whether or not to try the new product. Trial. The consumer tries the new product on a small scale to test its efficacy in meeting his or her needs. Trial can be imagined use of the product in some cases. Adoption. The consumer decides to make use of the product on a regular basis. Prueba Adopción

19 Adopción de innovaciones
Adoption of Innovations This CTR corresponds to Figure 5-7 on p. 157 and relates to the material on pp Adopción de innovaciones Individual Differences in Innovativeness Innovators. Innovators include the first 2.5% of buyers who adopt a new product idea. Innovators help get the product exposure but are not often perceived by the majority of potential buyers as typical consumers. Innovators like risk taking and enjoy buying new products. Innovators may purchase at skimming prices. Discussion Note: You might discuss the ethical implications of skimming. Is it fair? Also, are there cost considerations associated with new product development that make skimming to recover high start up costs more ethical than it may seem? Early Adopters. Early Adopters comprise about 13.5% of the buyers who adopt new products. This group serves as opinion leaders to the rest of the market and their product usage outcomes serve as motivation to later buyers to get the product. Early Majority. Early Majority are some 34% of buyers adopting the product. They are deliberate consumers who adopt new ideas before the average person but seldom lead the market. Late Majority. Late Majority comprise another 34% of buyers adopting the product. This group is skeptical of new products and only buys after the majority of the market has tried it. Laggards. Laggards are the final 16% of adopters and are tradition-bound. They are suspicious of change and only adopt innovation that have already become something of a tradition. Mayoría temprana Mayoría tardía Porcentaje de adopción Adoptadores tempranos Innovadores Rezagados 34% 34% 13.5% 16% 2.5% Tiempo de adopción Temprano Tardío

20 Influencias sobre la tasa de adopción de productos nuevos
Influences on the Rate of Adoption of New Products This CTR relates to the material on pp Teaching Tip: The adoption of innovations may be initially confusing to students but they will usually become involved in discussion when new products of importance to them are used as examples. Influencias sobre la tasa de adopción de productos nuevos Comunicabilidad ¿Es fácil observar los resultados y describirlos a otras personas? Ventaja relativa ¿La innovación es superior a los productos existentes? Product Characteristics Influences Relative Advantage. This refers to the degree to which the innovation appears superior to existing products. The greater the perceived relative advantage, the sooner the innovation will be adopted. Compatibility. This refers to the degree to which the innovation fits the values and experiences of the potential consumers. Increased compatibility will accelerate adoption of the innovation. Complexity. This refers to the degree to which the innovation is difficult to understand or use. Greater complexity will slow the rate of adoption of the innovation. Divisibility. This refers to the degree to which the innovation can be tried on a limited basis. Greater divisibility will help increase the rate of adoption of the innovation. Communicability. This refers to the degree to which the results of using the innovation can be observed or described to others. Greater communicability will increase the rate of adoption of innovation. Características del producto Compatibilidad ¿La innovación es congruente con los valores y experiencia del mercado meta? Divisibilidad ¿Se puede poner a prueba la innovación? Complejidad ¿La innovación es difícil de entender o de usar?