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Comp. Cons.: COMPRAR, TENER, HACER y SER Entender el comportamiento del consumidor by Publishing, The Ink Company

Comp. Cons.: COMPRAR, TENER, HACER y SER Entender el comportamiento del consumidor

by The Ink Company Publishing , Andres Vrant
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Book cover type: Paperback
  • ISBN13: 9798638454494
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Independently Published
  • Publisher Imprint: Independently Published
  • Publication Date:
  • Pages: 234
  • Original Price: USD 29.99
  • Language: Spanish
  • Edition: N/A
  • Item Weight: 350 grams
  • BISAC Subject(s): Consumer Behavior

El comportamiento del consumidor es el estudio de individuos, grupos u organizaciones y todas las actividades asociadas con la compra, uso y disposición de bienes y servicios, incluida las respuestas emocionales, mentales y de comportamiento del consumidor que preceden o siguen a estas actividades. El comportamiento del consumidor surgió en las décadas de 1940 y 1950 como una subdisciplina distinta en el área de marketing. El comportamiento del consumidor es una ciencia social interdisciplinaria que combina elementos de psicología, sociología, antropología social, antropología, etnografía, marketing y economía, especialmente economía del comportamiento. Examina cómo las emociones, actitudes y preferencias afectan el comportamiento de compra. Las características de los consumidores individuales, como la demografía, los estilos de vida de la personalidad y las variables de comportamiento, como las tasas de uso, la ocasión de uso, la lealtad, la defensa de la marca, la voluntad de proporcionar referencias, en un intento de comprender las necesidades y el consumo de las personas, se investigan en estudios formales sobre el comportamiento del consumidor. El estudio del comportamiento del consumidor también investiga las influencias, en el consumidor, de grupos como la familia, amigos, deportes, grupos de referencia y la sociedad en general. El estudio del comportamiento del consumidor se refiere a todos los aspectos del comportamiento de compra, desde las actividades previas a la compra hasta las actividades de consumo, evaluación y eliminación posteriores a la compra. También le preocupan todas las personas involucradas, directa o indirectamente, en las decisiones de compra y actividades de consumo, incluidos los influyentes de marca y los líderes de opinión. La investigación ha demostrado que el comportamiento del consumidor es difícil de predecir, incluso para los expertos en el campo. Sin embargo, los nuevos métodos de investigación como la etnografía y la neurociencia del consumidor están arrojando nueva luz sobre cómo los consumidores toman decisiones. Las bases de datos de gestión de relaciones con el cliente (CRM) se han convertido en un activo para el análisis del comportamiento del cliente. Los voluminosos datos producidos por estas bases de datos permiten un examen detallado de los factores de comportamiento que contribuyen a las intenciones de recompra de los clientes, la retención del consumidor, la lealtad y otras intenciones de comportamiento, como la voluntad de proporcionar referencias positivas, convertirse en defensores de la marca o participar en actividades de ciudadanía del cliente. Las bases de datos también ayudan en la segmentación del mercado, especialmente la segmentación del comportamiento, como el desarrollo de segmentos de lealtad, que se pueden utilizar para desarrollar estrategias de marketing personalizadas y muy específicas de manera individualizada.

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