2.3 Evaluación posterior a compra

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En provenance du cours de IE Business School

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

The Consumer Decision Process

El módulo 2 le guiará a través del proceso de toma de decisiones de los consumidores. Aquí explorará cómo un comprador potencial estudia un producto, cómo toma su decisión de compra y cuál es su evaluación después de la compra. También aprenderá la diferencia entre mercados de consumo y mercados de empresas.

2.1 Reconocimiento de una necesidad y búsqueda informativa4:43

2.2 Evaluación de alternativas, compra y post-compra4:05

2.3 Evaluación posterior a compra4:33

Rencontrer les enseignants

Shameek Sinha
Professor
Marketing

[MUSIC]

Hey Shameek, how are you?

>> I'm doing great, how are you, too?

>> I'm good, thanks.

>> So you seem to be using your laptop for about a month now.

>> Yeah. >> What are your

evaluations of the laptop?

>> Well so far, so good.

I'm super happy, don't think I'll be returning it or needing to return it,

fingers crossed.

Yeah, I'm really happy with the purchase.

>> Are you going to recommend the laptop to friends if they are in the market for

buying a laptop?

>> Yeah, definitely.

Like I showed you, I explained to you earlier, one of the things that I like to

do when I'm looking to make big purchases like this is call my friends and family.

So if someone's interested in buying a new laptop,

I would definitely recommend this to them.

>> Okay, perfect, so probably your experience with the laptop

exceeded your expectations and so you're going to recommend it.

>> Yeah. >> So

it's going to be nice to see what Tiffany feels about the milk which she

bought from the grocery store and we are going to look

at our evaluations of milk purchase as we go on in the next video.

[MUSIC]

That's a very good coffee.

>> Good. >> It seems like the milk you buy really

makes that coffee taste even better.

>> Yeah.

>> So are you usually satisfied with the milk you buy or

do you change brands often?

>> Yeah, well, I'm always satisfied.

I mean, I know the milk that I want, so I always buy it.

I mean, maybe there's milk that's better out there, but for

me, I'm happy with what I buy.

>> That's usually the case when you're looking at consumer

packaged goods like milk, so definitely you are very

much aligned with what we think about consumer packaged goods.

>> Yeah. >> So, thanks again for the coffee.

>> Yeah, thank you.

>> And we'll see you next time.

So as we just saw, when Stephanie is evaluating the milk,

which she bought from the grocery store, she's usually satisfied.

She buys the same brand, the same size of the milk carton, and probably the same

type of milk and then she is usually very satisfied with the milk she purchases.

But think about the situation when Tiffany is going to evaluate

the dresses which she is going to buy from the clothing store.

At that point, maybe there are things which might come up

in her evaluation which would change the satisfaction levels.

And so as we go to the clothing evaluation,

we'll see that Tiffany might not be as satisfied, or maybe more than satisfied.

We'll see, when she evaluates the dresses she has bought.

[MUSIC]

Tiffany. >> Yeah.

>> You seem to have bought two dresses, one a more formal wear for your office and

the other one maybe for some office parties?

>> Yeah. >> So how do you like them?

Did you like both of them or what's your evaluation?

>> Not as happy as I was with the laptop.

I'll tell you why.

I had one dress like you said I wore to actually the office party,

the office holiday party.

And although it looks very nice,

I started to notice that the stitching was kind of coming out.

So in the end, the workmanship wasn't that great.

>> Okay. >> The other outfit I wear to work, and

I still do wear to work,

the only thing is that the material is actually not very comfortable.

So again, it looks nice, but it's not the most comfortable clothing to wear all day.

So I was happy in the beginning but now that some time has passed,

I'm realizing that maybe it wasn't the best purchase that I've ever made.

>> So given that your experience didn't meet your expectations,

probably you're not going to suggest to other people this brand, right?

>> I mean, they have a great variety of things.

>> Sure. >> But in the end,

I didn't think it was worth the money.

So I probably wouldn't recommend it to them.

>> Okay.

It is what it is.

>> Yeah. >> But definitely best of luck for

your next purchase of a clothe.

>> Thank you. >> Maybe you'll get a better option.

>> Hope so, hope so.

>> Okay. >> Well actually I'm dying for a coffee,

you want to grab one with me >> Sure, why not?

>> Okay, let's go. [MUSIC]

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