Consumer Behavior with Psichology emphasis Axel Arside Rodrguez Quintero

The study of consumer behavior derived from the concept of marketing that focuses on consumer
necesities it. Hardly can be satisfied effectively the customer needs, without previous knowledge of the
goods and services that we want and the activities to acquire them. Therefore, the task of marketing is
to understand, explain and predict the actions related to consumption

Social factors

In the groups its possible to distinguish six different roles: the initiator (gives the idea of buying the
product), the reporter (which obtains information on the product), the influencer (try to influence the
purchase decision), the decidor (making the decision to purchase), the buyer (buy the product) and the
consumer or user (consume the product).

Psychological factors

Motivation: The purchase decision process begins with the recognition of a need and for it to be
recognized and evaluated is accurate motivation. Motivation directly affects the specific evaluation
criteria of need. Motivation can be defined as a general predisposition that directs behavior toward
getting what you want.

Perception is the process by which people select, organize and interpret information to form an
intelligible picture of the world through three perceptual processes. It refers to personal way to interpret
and make sense of stimuli to which one is exposed. Perception is a process of selection, organization
and integration of sensory stimuli in a meaningful and coherent picture. In this process can be
distinguished 4 stages:

1. Exposure to information.
2. The care provided.
3. The understanding or interpretation of the message.
4. The retention of information in memory

People are exposed to the chosen media and there is more attention to information that is according to
their own beliefs and opinions and tend to avoid that contradicts them is provided. The information is
interpreted differently depending on the beliefs and attitudes and retained in memory further that best
suits them.

Experience acquired with learning. Learning is a process while experience is a result or situation. New
knowledge and experiences continuously fed back to the individual, to guide their future behavior
considering new experiences. Learning can lead to habit and brand loyalty. As purchases are repeated
and if the experience is satisfactory reduces the time spent searching for and evaluate information
Attitudes are learned predispositions to respond consistently favorable or unfavorable to an object or
class of objects mode. They consist of three components: the knowledge that the person has on the object
and beliefs, valuation, that is, the emotions or feelings of a person facing the object favorably or
unfavorably-evaluation and the tendency to act.

The decision process of purchasing a product or service generally consists of a series of sequential steps
whose importance, intensity and duration depend on the type of purchase is made. In the event of major
consumer purchases, such as buying a home or car, the decision process will be long and complex.
Instead, it will be simpler and faster the less important the purchase.

The stages of the purchase decision process will occur sequentially in a complex decision. However, in
repeat purchases, habit or inertia, the process will be easier, simplifying or eliminating some stages.
Even the process sequence can be reversed as in impulse purchases, made emotional way in which first
the purchase decision is taken and then the need is justified.

1. Recognition of the problem: The starting point of the decision process is the recognition of the
problem or need that must be satisfied. At this stage especially they influence motivation and
environmental factors.
2. Information search: use the internal information accumulated from past experiences and only in
some cases resort to external sources of information. The intensity in the search for information
and the required amount of this also will depend on the type of purchase and the risk perceived
by the buyer.
3. evaluation or analysis of alternatives: After collecting the information, the consumer identifies
a number of products or brands from which to choose. It is the phase in which the attributes of
the various product candidates for election preferences are formed and perceived.
4. decision to buy or not: In this stage the buyer must finally make a decision: buy one of the
alternatives evaluated, seek additional alternative or postpone the purchase.
5. Feelings or sensations after purchase: satisfaction: stimulate buying back and can lead to brand
loyalty. Dissatisfaction: take a rebranding

References

Universidad de Jan. (s.f.). Tema 5. El comportamiento del consumidor en las organizaciones.

Disponible en: http://www4.ujaen.es/~osenise/tema%205.pdf

Sahui Maldonado, Jos Alonzo. (2008). Factores que influyen en la conducta del consumidor. Una
aproximacin desde las ciencias sociales. Universidad Modelo. Disponible en:
http://www.colparmex.org/Revista/Art10/50.pdf