The study of the needs of the individual allows a better understanding of the attitudes and behaviors of who the central motif of exchange.
The application of marketing strategies on the individual's desires leads to encouragement to consumption, a demand generation. It is evident that although marketing needs can exacerbate pre-existing, or create desires and provoke a lawsuit
The need is something missing and that the consumer wants more or less intensity. The need runs the full range of appetites, from the genuine distress caused by thirst, even the most frivolous that may be experienced in the desire to indulge minor.
Consumer needs are forming a scale of values \u200b\u200bwith their wants and desires.
There are different approaches that try to determine if the consumer acts in a rational or irrational, if it is influenced by the context or learning occurs by the consumer:
microeconomic approach : is a logical and rational consumer decision-making framework which is based on two variables: price and quantity.
This approach assumes that the consumer follows the principle of profit maximization. The criticisms made in this approach is essentially based on doubts about the general principles of consumer rationality.
behavioral approach: for behavioral observable behavior only provides objective evidence for rigorous psychological research. The consumer class has several teachers, among them are the "communications", the observation and "imitation" of other consumers, personal experiences, etc.
sociological approach, is extremely complex to interpret the behavior of an individual and, moreover, do not consider the social aspects that influence it, their demands and decisions.
Some argue that the consumer is not who manages the buying power to decide whether or not that good. Is the producers who manipulate consumers through the media, especially through advertising. In addition, the production creates new products that in turn determine new needs, ie, products do not meet real needs but are the generators of the same.
What prevails in this position is the capitalist logic that seeks only profit. Modern man is taken to consume irrationally, so that, judged by what you have and not who he is only done through the consumption and therefore any means is valid.
Supporters of these ideas are: John K. Galbraith, Erich Fromm, Vicent Packard, among others.
Others argue that consumers act rationally, so Braidot raises in his book "Total Marketing", there are no irrational customers. In most cases, consumers behave rationally, but with a rationale related to their own realities and their particular decisional schemes. To demonstrate this approach offers an example:
"For a teenager the value of a shoe is in fashion. It is necessary that the shoe is what you use. The price and length are unimportant. For the same teenage years become a mother, fashion becomes a constraint. Do not buy anything out of fashion. But look further and perhaps a priority, longer life, lower price, convenience, among other advantages. The high-fashion shoe is a wise buy for the teen dress as fashion is your main concern, as their other needs for food, shelter, etc., are generally dependent on their parents. "
And there are those who believe that consumption is constantly balancing between the end of affect, which is the realm of desire and irrationality, and the rationality that is oriented to the objective reality, intellectual and conceptual.
some products and some consumers outweigh the emotional and rational to others. The human desire is the engine of consumption.
psychological triggers
The main reasons that allow individuals to make purchasing decisions are:
cultural : This is a factor that must be seen as the place where the individual belongs, their thinking within a particular social group traditions and socioeconomic status.
Status: This factor is one of the strongest influential within psychology of consumers, because by the media is left a mental picture of what the individual should seek as a model of life to follow, therefore, causes the different socioeconomic strata aspire to that way causing life-consumerism.
Affective: The emotional trigger attacks the individual's mental processes so that this provides potential problems it could pose both to their loved ones, and in their expectations. It is considered an excellent handler of the customer to create addiction and consumption of products.
Of necessity, this trigger is based on showing how necessary it is the consumption of a product for everyday life.
Standardization or Overcrowding: this trigger takes hold in the minds of consumers, making note that the product offering is acquired or used by everyone.
Source: http://www.wikilearning.com/
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