1.3 La continuidad del proceso de reflexión de los consumidores

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Investigación de mercados y comportamiento del consumidor

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IE Business School

Investigación de mercados y comportamiento del consumidor

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Cours 1 sur 5 dans Specialization Estrategia de marketing

El primer curso de este especialización consta de dos bloques que te proveerán de los conocimientos necesarios para comenzar tu trayectoria en Marketing. Aprende las herramientas y técnicas para convertir una decisión en una investigación real, esto lo verás en el primer módulo: Investigación de Mercado. Cómo plantear la investigación, analizar los datos recogidos, interpretarlos correctamente y comunicarlos a través de recomendaciones precisas serán algunas de las cuestiones tratadas en este curso. El segundo módulo se enfoca en el proceso de toma de decisiones por parte del consumidor, resaltando los momentos clave en el proceso de compra y consumo de un producto. Adapta tu enfoque “cliente-céntrico” en decisiones de marketing mediante el análisis de cómo tus clientes toman sus decisiones, reflexionando en qué sucede en sus corazones y mentes al momento de tomar decisiones y analizando las variables que son influyentes para tomarlas.

À partir de la leçon

Consumer Behavioral Fundamentals

Los alumnos aprenderán los fundamentos del comportamiento de los consumidores y el proceso de toma de decisiones de los consumidores y cómo utilizar esta información para formular estrategias y tácticas de marketing eficaces.

1.2 La perspectiva sobre las actitudes de los consumidores4:04

1.3 La continuidad del proceso de reflexión de los consumidores5:15

Rencontrer les enseignants

Shameek Sinha
Professor
Marketing

[MUSIC]

In the previous video, we've explored consumer's attitude perspective which

basically takes you from the psychological sides of a consumer's decision making

process to the behavioral side of the consumer's decision making process.

In this video, what we are going to cover is the continuum of consumers' thought

processes, which basically looks into what are the different approaches a consumer

takes in order to decide on the product he finally decides to purchase.

The first step of this consumers' continuum of thought processes

is the rational approach.

Now what do we mean by this rational approach?

Rational approach is essentially driven by standard economic theory where

consumers assess their different options of purchases relative to their net worth.

That is, they have a particular budget in mind

based on which they decide whether to buy something or not and

then basically maximize their utility subject to this budget constraint.

You can see in the video that as a consumer,

you are in this utility line while you are trying to maximize

your budget constraint subject to the utility on this point.

The second approach under this continuum of thought processes,

is the motivational approach.

Now, this motivational approach is less than rational,

this is mainly driven by the Freudian and approaches to behavioral decision making.

Here, of course, consumers are not rational at all and they have some

unconscious and uncontrollable urges which drive their purchase behavior.

In this approach,

there are three main types of appeals which marketers mainly target.

Under this motivational approaches in the consumers' continuum of decision making

process, the first one, which is usually used by marketers is the emotional appeal.

Now what do we mean by emotional appeal?

As the word stands, emotional appeal basically targets the inherent

emotions which consumer feel when they are making a purchase behavior.

For example, when you are going to buy a gift for

your dad during the Father's Day celebrations, which is every year,

you probably think about your dad and what kind of things he likes.

You feel that he has taken care of you all through your life and so

you want to buy a present which is really good.

This is where the emotional appeal comes in and

as you can see in the video, it also shows another example where

emotional appeal does play a big role in the purchase behavior.

The second one, under these motivational approaches, is the sex appeal.

This is where consumers are driven more by their sexual perspectives and

sexual preferences.

And where a purchase behavior is driven more by how consumers feel about

the different aspects of more explicit sexual characteristics of that product.

As you saw in the video on sex appeal,

it's very evident to you that in this case, definitely the consumers

would be very willing to purchase the Coke which definitely creates,

in the consumers' mind, a different sense of sexual orientation.

The third motivational approach which we are going to talk about, is fear appeal.

Now this approach is usually used by marketers when they're trying to

target consumers for certain public service announcements.

Something like anti-smoking ads, or

something like an AIDS campaign, where consumers are being made aware of

the different problems associated with unprotected sex and so on.

As you'll see in this following video, it is

also going to showcase another instance where fear appeal plays a very big role.

Under these motivational approaches,

these three main appeals are definitely relevant.

But oftentimes, consumers are not

necessarily completely irrational like we saw in these motivational approaches.

We go to the third aspect of the continuum of consumers' decision making process,

which is called bounded rationality.

This is where consumers are not necessarily completely irrational,

as we saw in the motivation approaches or they're not also completely rational,

like in the case of the economics based theory.

This is where consumer decision making is driven more by

what we call prospect theory and the behavioral sciences.

In the next video, we will see what do we mean by prospect theory,

what are the different aspects of prospect theory and why is it important,

probably the most important aspect to consider when we think about consumer

decision making processes.

[MUSIC]

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