UNIVERSIDAD AUTÓNOMA DE NUEVO LEÓN

FACULTAD DE CONTADURÍA PÚBLICA Y

ADMINISTRACIÓN

Licenciatura en Negocios Internacionales

Estrategias de Compra y Venta
Maestro: Antonio Muñiz Hernández

1.2 - Representación gráfica libre sobre las tres clases de situación de compra

Grupo: 3Di
Equipo: 2
Integrantes:
2088160 CEPEDA VILLARREAL SAMANTHA
2094374 DE LA FUENTE GONZALEZ HECTOR ELIUD
2094744 ESPINOSA MARTINEZ MARIA FERNANDA
2120687 GARCÍA GÓMEZ KAREN VANESA
2094890 GOMEZ DE LUNA CINTHIA ABIGAIL
2095280 VILLARREAL MIRELES VALERIA ALEJANDRA

Fecha: 30 de agosto de 2024

 purchasing situations

ROUTINE DECISION LIMITED DECISION EXTENSIVE DECISION

MAKING MAKING MAKING

WHAT IS IT? WHAT IS IT? WHAT IS IT?

A process where the customer purchases products Is where consumers make relatively quick and less Extensive Decision Making is when consumers
repeatedly with little thought or time to be spend a lot of time and effort researching before
involved decisions about products or services. It
purchased. Customers usually buy items that they
often happen when the product is familiar, low-cost, making a significant purchase, such as a car or
have purchased before and that they are familiar
low risk, not highly differentiate. house, to minimize risk and make the best choice.
with like milk, bread, toothpaste.

ACTION STRATEGIES ACTION STRATEGIES

Buying a familiar brand of cereal
Minimize decision fatigue: make it easy for consumers Choosing a restaurant based on past experience Provide Information: Offer detailed descriptions and
Selecting a particular type of clothing reviews.
to purchase products.
Leverage habitual buying: place products in convenient Allow Trials: Let consumers test the product.
locations, and offer subscription options. Enable Comparisons: Provide comparison tools.
Reinforce brand loyalty: maintain a consistent brand
Build Trust: Use guarantees and testimonials.
image across all touchpoints. ACTION STRATEGIES Educate: Share useful content.

Enhance bran visibility through advertising.

COMPARISON toyota honda
Strategically place products in high-traffic areas.
Offer diverse payment options.
Maintain consistent branding across all customer
touchpoints. The competition between Toyota and Honda
COLGATE CREST
is strong due to the similarity in their
offerings, their shared reputation, and the
COMPARISON need to differentiate themselves through
innovative features and added value.
Both brands are giants in the
toothpaste market, offering similar
products in terms of benefits. NIKE ADIDAS
CHARACTERISTICS
Consumers who buy these products
typically choose a brand based on
Both are leaders in the sports shoe market, especially in the Involves a thorough and in-
familiarity or personal preference,
running category. Consumers often compare aspects such as depth process when purchasing
making them direct competitors in the
a product or service, typically
consumer's mind. comfort, design, and features of the shoes before choosing a
due to its high cost, complexity,
brand. Nike and Adidas offer similar products, so they compete or long-term impact.
directly for the preference of consumers seeking quality running
shoes.