COMPORTAMIENTO DEL CONSUMIDOR

Comprende los factores, el proceso y la retroalimentación que influencian la compra del consumidor

CONTENIDO

CONTENIDO 4. 5.

Siete preguntas que se hacen los expertos en marketing

1.1 CONSUMIDOR FINAL: El que compra bienes finales y los destina a su propio uso. 1.TIPOS DE CONSUMIDORES 1.2 CONSUMIDOR INDUSTRIAL: Son los fabricantes o industrias que compran bienes quesirven para fabricar otros bienes

1.3 CONSUMIDOR INSTITUCIONAL: Son organismos (colegios, museos, estado) que compran bienes para utilizarlos y llevar a cabo su actividad 1.TIPOS DE CONSUMIDORES

MODELO DEL COMPORTAMIENTO DEL CONSUMIDOR Entorno social Estimulos de la empresa Diferencias personales Factores de situación y p sicológicos 1.Reconocimiento de la necesidad 2. Búsqueda de la Información 4.Compra 3. Valoración de alternativas 5. Evaluación Post- compra Aprendizaje satisfacción /Insatisfacción Disonancia cognoscitiva FACTORES PROCESO RETROALIMENTACIÓN

2. Estudio del comportamiento del consumidor FACTORES

01 1. ENTORNO SOCIAL ESTIMULOS DE LA EMPRESA DIFERENCIAS PERSONALES FACTORES DE SITUACIÓN 05

Las subculturas. En un mismo país o ciudad conviven indiv iduos que pertenecen a culturas distintas. La inmigración favo rece la mezcla de personas de diferentes nacionalidades, co munidades y religiones. Valores sociales: Transmitidos a los individuos a través de l a familia, las organizaciones como escuelas, instituciones reli giosa, empresas, personas comunidad y entorno social 1. Factores culturales

2. La clase social Combinación de: Profesión Educación Valores. Necesidad Al Mk le interesa las clases sociales porque los individuos que pertenecen a una determinada clase social tienden a mostrar un comportamiento de compra parecido Estilos de vida y comportamiento

3. La Familia Grupo social primario cuya influencia sobre la personalidad, actitudes y motivaciones del individuo es muy poderosa

3. La Familia CICLO DE VIDA DE L A FAMILIA Nido Lleno I (hijo menor < 6 años) Pareja recien c asado Soltero Nido vacio Superviviente solitario Nido Lleno II Y III (hijo menor > 6 años)

Roles la Familia Iniciador Influyente Decisor comprador Usuario video

4. Las Influencias Interpersonales: Influencia directay vinculos de pertenencia 1.GRUPOS DE PERTE NENCIA Familia, amigos, compañeros,grupos deportivos

4. Las Influencias Interpersonales: Influencia directay vinculos de pertenencia Los individuos se influencian por grupos de referencia a los que no pertenencen 2.GRUPOS DE REFER ENCIA Grupos de comparación directa o indirecta que conformar las actitudes y comportamiento

INFLUENCIA DE LOS GRUPOS DE REFERENCIA Producto de elevada Influencia Compañeros de trabajo Compañeros de Clase Producto de Mínima influencia Producto de primera necesidad Consumo privado MARCA/ PRODUCTO Marca de Mínima Influencia Marca de elevada Influencia Producto de primera necesidad Consumo Público Producto de Lujo Consumo Público

DIFERENCIAS PERSONALES OCUPACIÓN El tipo de trabajo al que se dedica el ind ividuo ejerce una gr an influencia en su comportamie nto a la hora de con sumir ESTILO DE VIDA Es todo aquello que tiene que ver con la forma de vivir de un a persona. Sus intereses, opini ones y actividades i nfluyen en el compo rtamiento a la hora de consumir. EDAD Y FASE DE CICLO DE VIDA Una persona a lo largo de su vida pasa por la compra de diferentes bien es. Sus gustos y hábitos cambian.

DIFERENCIAS PERSONALES ACTITUDES Predisposición para responder favorable o desfavorablemente hacia una marca o producto. Basadas en las creencias 1.COMPONETE COGNITIVO(creenci as) 2.AFECTIVO(sentim ientos y emociones) 3.CONATIVO(Intenci ones) PERSONALIDAD Cada individuo tien e una personalidad diferente. Unos tien en más autonomía, seguridad, dominio o sociabilidad. Esta s formas de encarar la vida influyen en su comportamiento a la hora de consumir. CARACTERISTICAS PSICOLOGICAS CIRCUNSTANCIAS ECONÓMICA Cuando hay crecimi ento económico y s e dan facilidades de crédito, se produce n mayores niveles de empleo y renta, lo cual implica que los individuos pued an satisfacer necesi dades más complejas que las de simple supervivencia

Características Psicológicas Motivación. Generalmente, compramos para satisfacer necesida des de distinta índole y porque tenemos un motivo. Los motivos por los que compramos son: la obtención de beneficios; la utilidad; el orgullo; la emulación; el miedo; el amor. Aprendizaje. El comportamiento y los intereses de consumo de la s personas se modifican a medida que aprenden porque adquieren experiencia. Percepción. Dos individuos diferentes perciben la misma realidad de forma distinta. El consumidor prestará atención a lo que le intere sa y no tendrá en cuenta el resto. Convicciones y actitudes. Con el aprendizaje los individuos ado ptan nuevas creencias y comportamientos respecto al hecho de comprar.

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1.RECONOCIMIENTO DE LA NECESIDAD 2. BUSQUEDA DE LA INFORMACIÓN 3.VALORACIÓN DE LAS ALTERNATIVAS 4. COMPRA. 5.EVALUACIÓN POST-VENTA

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