Consumerbehavior

CONSUMER BEHAVIOR

Mapa................................................................................. 1
Introduction....................................................................... 2
1. GENERALITIES 3
1.1 DEFINITION OF THE CONSUMER 3
1.2 ROLES OF THE CONSUMER 3
1.3 TYPES OF CONSUMER 5
1.3.1. Convenience buyers 5
1.3.2 Low price buyers 6
1.3.3 Social buyers 6
1.3.4 Intense social buyers 6
1.3.5 Compradores Experienciales......................................... 6
1.3.6 Recreational Buyers 6
1.3.7 Online Buyers 7

2. CONSUMER NEEDS AND MOTIVATIONS........ 7

2.1 FACTORS THAT INFLUENCE THE TIME OF PURCHASE...... 8
2.1.1 Factores Culturales...................................................... 9
2.1.2 Social Factors 9
2.1.3 Personal Factors 10
2.1.4 Psychological factors 10

3. PURCHASE PROCESS 11
3.1 RECOGNITION OF THE NEED 11
3.2 BÚSQUEDA DE LA INFORMACIÓN...................................
12
3.3 EVALUATION OF THE ALTERNATIVES..............................
12
3.4 PURCHASE DECISION 12
3.5 EVALUATION 13

4. TYPES OF PURCHASE ACCORDING TO THE

CONSUMER...................
13
4.1 COMPLEX PURCHASE 13
4.2 PURCHASE DISREGARDING THE DIFFERENCES..................... 13
4.3 REGULAR PURCHASE 14
4.4 PURCHASE WITH VARIED SEARCH 14
4.5 COMPRA IMPULSIVA.....................................................
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CONSUMER BEHAVIOR

5. BEHAVIORAL MODELS 14
5.1 Advantages 15
5.2 Desventajas................................................................
15
5.3 Classification 17
5.3.1 According to the level of explanation of the purchasing process........17
5.3.2 According to the breadth or detail of the dimensions or
studied phenomena 18
5.3.3 Depending on how they try to explain or predict behavior
of the consumer 18
Bibliografia......................................................................... 19
Glossary 21
Credits............................................................................. 22

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Introduction

Why are there products that, although successful in one city, are not in others?
Can they go unnoticed?

The consumer is the owner and decider of their different motivations, both
direct and indirect for the purchase of products and services. From there
the great importance that large companies dedicate a part of their
budget and a specialized group for the study of products and
services that have acceptance among consumers; for this, they focus on
to know the different motivations such as: those who decide to buy,
quienes motivan la compra, que canales de distribución son los más
adequate and how price and competition influence these decisions.

When the studies concerning buying and selling began, they

they focused on the product or service, later they realized
that the real value was in consumer behavior at that moment
to make a purchase. When their behavior is known, it can be
make decisions about how to market the product or service,
how to satisfy their needs and desires which is essential for the
setting the objectives of companies, as well as understanding them
needs and desires, which have not yet been met, so it can be
cover new market niches.

Consumers are affected by internal and external causes when it comes to

to make the purchase decision, not all consumers
they think in the same way, in a few words the world of
the consumer is very complex because it is not only their needs,
their motivations are also in accordance with their personality.

The diversity of changes, plus the welcome and massive attack of

information, they have conceived a new consumer. This consumer each
Day is less loyal to a brand, no longer believes in advertising messages,
every day with more options to choose from, and with greater needs. For
To carry out this analysis, we must take into account a series of other elements.
such as types of consumers, the needs and motivations of
said consumer, the factors that influence the time of purchase and how
in that purchase a whole process is carried out, until reaching the different
consumer behavior models.

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1. GENERALITIES

To analyze consumer behavior, let's first define it.

What is a consumer.

1.1DEFINITIONOFCONSUMER

According to Molla, Berenguer, Gómez, and Borja (2006). When a

the manufacturer of a product X is thinking about its end customer, it is
thinking about the consumer, who has a variety of activities and
papers as such in a transaction.

1.2ROLESOFTHECONSUMER

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BUYER PAYER USER

When you acquire the When the price is paid When he uses them
products. corresponding. or consumes them.

THEREFORE

The buyer is the The payer is the person The user is the person
person who obtains what contributes or finances the what consume the
he product in the purchase. product obtaining thus
market. the benefits are from
this.

By recognizing and meeting customer needs, it is important

recognize the value of each role or part:

The role of the buyer is important, as they must first of all

find the product, in second place the access to that product or
service, but if it presents great difficulties, at this step, it may
relinquish the purchase.

For the payer, the role is more decisive, as if it does not seem right to him or not
he is satisfied with the price or the financial conditions, he will not make the
purchase.

Knowing the user's role is beneficial for designing the product or

service. In such a way that the characteristics of the final product must
be exactly what the user is looking for based on their needs or
wishes will be fulfilled.

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It should be clarified that the previous roles or positions can be performed

by the same person or by several depending on the situation (if it is a
a company or a natural person.

1.3TYPESOFCONSUMER

But in addition to assuming roles, the consumer can also be classified

in different types according to different behaviors when it comes to
buy, let's see:

The typology of the consumer is varied depending on the author, for

example:

According to Alejandro Mollá Descals, there are 6 types of buyers:

descals, Berenguer Contrí, Gómez Borja, & Quintanilla Pardo, 2006)

[Link] de conveniencia:Su conducta de compra es

driven by functional motivations. They have little time for the
purchases. They are in favor of technological advancements.

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1.3.2. Low-price buyers: They have a lot of time to

buy, they look for the lowest prices and the best deals, and they go to
many stores.

1.3.3 Social buyers: They have little time, they have needs
very high social status but have little experience, visit few
warehouses and never buy online.

1.3.4 Intense social buyers: They have quite some time to

making purchases their social needs are high while their
experiences are scarce. The motivation of this type of consumer is
maintaining a social interaction, as they consider that stores are
ideal places to socialize.
They generally go to small specialized shops, rejecting the
shopping from home.

1.3.5 Experiential buyers: Although they do not have much time

to buy, they have a high need to interact socially
in addition to having a high level of experience.

1.3.6 Recreational buyers: They are buyers who have

a lot of time to do the shopping and a good part of that passes
time shopping, they have low or high social needs.

According to a survey conducted by DANE regarding the family basket

Colombian, consumer trends in the country have changed.
significantly

Purchase of private label brands from supermarkets.

Catalog sales abound more in the market every day.

Every day there is growing concern and more awareness regarding the
brands that care for the environment

Light products are increasingly finding space in households.

The Colombian operates in small groups of influence and trust.

like family, school, or work. Beyond this, we are distrustful and
absent.

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Long-distance calls, cell phones and their accessories, eating at

restaurants, veterinary clinics, courses and postgraduate programs are
highly featured in the shopping list (SURA, 2012).

1.3.7 Online Buyers: But in this century of technology, not

we can forget about our online buyers.

Through an online survey of 16,000 consumers, they have

classified into various typologies:

• Social digital buyers: people under 35 years old in their

mayoría, son personas muy activas en las redes sociales. Utilizan
mobile applications and rely on them to make purchases.

• Addicted Buyers: they are the consumers who buy the most,
especially in products related to health, personal care and
fashion.

Occasional online shoppers: adults over 45 years old

they almost never buy online, but when they do, they carry out everything
process until reaching the shipment.

• Rational online buyers: for this type of consumers, the

the internet is the preferred place to spend a day of shopping. However,
decrease interest in social media and shopping apps.

Deal seekers: They are consumers very concerned about price,

They buy with the motivation of finding the best price. As a dato
Curiously, 63% of them are women.

Shy buyers: They do not feel comfortable shopping online.

2. CONSUMER NEEDS AND MOTIVATIONS

But why does a person decide to buy?......what are their

needs and motivations to do it?

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When we talk about motivation, we are talking about the internal state.
that directs the actions and efforts that a consumer undertakes to achieve
a goal that is typically situated in the external environment. The
the function of this internal state is to activate behavior of the
consumer.

The knowledge about the habits and motivations of consumers

its objective is:

1. Create a link between the offer and the clients by adjusting these offers to
the needs of the customers.

2. To know why customers shop at a certain establishment and not at others.

another, in addition to knowing what the shopping habits of the
consumers.

3. To find out about possible failures of the establishment or trends of the

consumers.

2.1FACTORSTHATINFLUENCETHETIMEOFPURCHASE

The purchasing decision of consumers can be influenced by

a series of factors:

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[Link]

[Link]

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[Link]

[Link]

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3. PURCHASE PROCESS

We already know what a consumer is, how it can be classified and what it
motivates at the moment of buying, but let's see now what that process is like
of purchase.

As its name indicates, the purchasing process is a range of

Activities that occur after making the purchasing decision, however
some consumers do not follow these activities or their order
sequential nor do they develop them all, for example, if we talk about
an impulse buy (a candy) does not follow the steps of the process;
but when we talk about complex purchases, each activity of the process
will appear during it (Molina Collado, Arturo, 2008).

Let's see what they are about: (Hartline & Ferrel, 2012)

3.1RECOGNITIONOFNEED

First, the consumer must recognize that they have a need, here
we can find a process as simple as feeling hungry and
eat something to calm her down, or something more complicated like stepping in to replace a
product that is already sold out in the market. The absence or lack of a
product, like a television commercial, generate recognition of the
need. The above leads us to conclude that a need can be
recognized by internal and external stimuli.

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Unmet needs can

to be excellent opportunities for
businesses and as an example we have the
called "Space Tourism" that
although it may not be believed, it already has quite a few

potential consumers thus giving

the opportunity for Japan to create
new markets.

Abraham H Maslow, recognized

psychologist, stated "that all beings
humans are in constant
desire for things, but as time goes on
these are being supplanted, they become
of a lower order. In his study
identified 5 groups of needs
basic and based on them the
I organize it in a pyramid. Hierarchy
of Maslow's needs. (Without
author)

3.2INFORMATIONSEARCH

Once the consumer recognizes the need, they begin the search for the
information through the internal analysis of the information it has in its
memory, although in some cases this information may be incomplete
that is inadequate. The external analysis is performed when it must incur in the
selling companies, as well as family members, friends,
specialized magazines for consumers since the inserted advertising
in them, it provides useful information for future purchases.

[Link]

In this phase, the consumer evaluates the possibilities available to them.

to make the purchase. The assessment is based on beliefs
individuals have regarding the product.

[Link]

It refers to making the selection that is considered most appropriate,

considering the brand, the quantity, and where you will buy

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3.5EVALUATION

Once the purchase is made, the feelings that the purchase leaves behind
(loyalty or rejection to the brand) gives rise to what is known as the
feedback. It can also happen in this phase that the consumer
decide to renounce or postpone the purchase. If the product or service is in
customer satisfaction level, most likely I will buy it from
new and also recommend it to your friends and acquaintances. But if not
thus the opposite will happen he will talk to them about his discontent to his
friends.

4. TYPES OF PURCHASES ACCORDING TO BEHAVIOR

OF THE CONSUMER

The consumer behaves according to the product or service they are going to.
buy, since it is not the same to buy a computer as to buy a
soap. Decision-making is more complex in the first case. For
understand this a little more let's see:

COMPLEX PURCHASE

The consumer gets involved in such a way that they

informs of the characteristics and of everything
relacionado al producto.

Therefore, your decision is based on the

knowledge.

It usually happens with high-value products.

or infrequent purchase.

PURCHASE DISREGARDING THE DIFFERENCES

As its name suggests, it is by elimination.

as far as the price is concerned, it will then be discarded
brand that does not have characteristics that fit
to the needs or desires of the consumer.

It originates from the purchase of expensive products and

complexes with similar characteristics among the
various brands

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Regular Purchase

The consumer buys out of habit, for that reason

that is not demanding.

• Select based on what has already been purchased or by

what he/she has seen on television.

This refers to products for use

daily life, where the differences between the brands
they are minimal

PURCHASE WITH DIVERSE SEARCH

The consumer simply goes from one brand to

another to avoid the routine.

It is about the purchase of products from different

brands among which there are differences.

COMPULSIVE SHOPPING

It is the unplanned purchase, without contemplation.

It is done, for example, when arriving at the checkout.

(snacks, batteries, among others)

5. BEHAVIOR MODELS

A model is a simplified representation of all or some of the

aspects of reality. A model is a set of elements
linked to each other, which helps to describe, predict, or solve the phenomenon
what it aims to represent (Rivera C, Arellano C, Morelo A, 2009).

These models may have some advantages and disadvantages such as:

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5.1ADVANTAGES

An integrated and overall view of behavior is obtained

consumer.

They allow for the identification of necessary information for decisions.

commercials.

They provide a foundation for segmenting the market (Assael, 1992).

5.2DESVENTAJAS

They allow identifying only the most common elements of the process
of decision.

The elements that make up a model may not be so important.

in all product classes.

Not all purchasing decisions have the same complexity, which is why
the same model could not be the same for a purchase decision
complex and another simpler one.

The models do not fit all individuals in the same way.

same market

MODELS THAT STUDY BUYING BEHAVIOR

AUTHOR What is it based on?

ANDREASEN The consumer forms attitudes about products and these

attitudes influence favorably or unfavorably in the
(1965) consumer reaction.

Focuses on:

NICOSIA Predispositions

(1966) Attitudes and

Motivations

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Explain the buying behavior in relation to the

choice of the brand and for the above take 3 aspects:

a) Rational buying behavior

HOWARD Y b) The choice of the brand is a rational process
SHETH c) Systematic behavior is provoked by a fact,
(1969) that becomes the contribution to the individual system.

It consists of 4 components:

ANGEL a) Stage of the decision-making process.

b) Inputs or information supplies.
BLACKWELL Y c) Information processing.
KOLLAT d) Variables that influence the decision-making process.

(1969)

This model explains family decision-making under

the assumptions:

a) The decision-making of the family is a consequence

SHETH of the individual predispositions of its members
(1974) and a set of factors.
b) The predispositions of each family member
they are influenced by psychological systems.

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5.3CLASSIFICATIONOFBEHAVIORMODELS

5.3.1. According to the level of explanation of the purchasing process: It

divide into:

a. Global Models: They explain all the phases of the process of

purchase decision, in addition to the internal and external variables that
they also influence behavior. As an example, we have the
models of Engel, Kollat and Miniard (1993) Howard and Sheth (1969). The
the consumer decision process is a series of stages through which
the consumer consciously, which begins with the
recognition of the need leading to the search for information and
finally the purchase. It should be clarified that in some cases, the consumer
does not go through all the stages, which correspond to the purchases of
low involvement or simple purchases.

The global model highlights the post-purchase consequences, already

which are important to identify to what extent and in what way
provide feedback in the system.

[Link] Models: In this model we see only some of the phases

of the purchasing decision process, but a bit more in detail, by
example to analyze the need, inquire whether it will be satisfied and
when, that is, they analyze the decision of whether to buy or not.

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Now if it were, for example, for the search for information, they are used
models of individual consciousness which means that the capacity is measured
what does an individual have to remember a brand to the necessary degree to
that the purchase is completed.

And if it were for the evaluation phase, they take into account the training of
consumer perceptions, based on their beliefs and
preferences.

5.3.2. According to the breadth or detail of the dimensions or

studied phenomena

a. Micro analytical models: Studies the individual as such and describes

their behaviors in detail.

b. Macro analytical models: The level of aggregation is higher.

analyzing the behavior of groups of consumers and not of individuals
individual.

5.3.3 According to how they try to explain or predict behavior of

consumer

a. Descriptive Models: They try to describe the behavior of the

[Link] models are examples of descriptive models.

b. Stochastic models: They aim to forecast some attribute of

purchase behavior, for example brand choice. One of the
pioneering models is that of Kuehn (1962, 1978), which considers the choice
as a learning process.

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BIBLIOGRAPHY
Consumer behavior

Agueda, E.T. (2008). Principles of Marketing. In E.T. Agueda, Principles

of marketing (p. 122). Madrid: Esic.

Alvarez Mas, A. (n.d.). Online shoppers: from the addict to the shy.
Obtained of Marketing y communication 2.0:
[Link]

Sevilla Chamber. (n.d.). Win solutions. Obtained from Win solutions:

[Link]
pdf

Hartline, M. D., & Ferrel, O. C. (2012). Estrategias de marketing. México:

Learning editors.

No author. (n.d.). Consumer purchase decision. In The decision of

consumer purchase (p. 13). Mcgraw Hill.

Kosiak de Gesualdo, G., Sanchez de Dusso, F., Sánchez Rossi, M. R.

Alesandria, H. R., & Etchevarría, M. B. (2006). Commercial Attraction. In G.
Kosiak de Gesualdo, F. Sanchez de Dusso, M. R. Sánchez Rossi, H. R.
Alesandria, & M. B. Etchevarría, Commercial Attraction (p. 21). Santa Fe,
Argentina: Uni edu ar.

López - Rua, M. d. (2007). Marketing and Cosmetics. In M. López - Rua,

Marketing and Cosmetics (p. 47). Madrid: Gráficas Dehon.

Molina C, Arturo;. (November 20, 2008). power point. Obtained from

[Link]

Molla descals, A., Berenguer Contrí, G., Gómez Borja, M. Á., & Quintanilla
Pardo, I. (2006). Consumer behavior. In Consumer Behavior
consumer (p. 212). Barcelona: UOC.

Royal Spanish Academy. (2013). Royal Spanish Academy. Retrieved from

Royal Spanish Academy: [Link]

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BIBLIOGRAPHY
Consumer behavior

Rivera Camino, J., Arellano Cueva, R., & Morelo Ayala, V. (2009). Behavior
of the consumer, strategies and policies applied to marketing. Madrid: ESIC
EDITORIAL.

Schiffman, & Kanuk. (2002). Consumer behavior. (p. 285).

USA: Pearson Education.

SURA. (December 17, 2012). Consumption habits in Colombia.

Obtained of
[Link]

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GLOSSARY
Consumer behavior

BENEFIT: Although it is made or received. Utility (profit). Right that

compete by law or any other reason.

CONCEIVED: To form an idea, to create a concept of something. To understand, to find.

justification for someone's actions or feelings.

STOCHASTIC: Belonging or relating to randomness. Processes whose evolution in

time is random, just like the sequence of rolls of a die.

Data set that is entered into a computer system.

Element that participates in a specific production process.

MARKET: Set of commercial operations that affect a

determined goods sector. Set of consumers capable of
buy a product or service.

NEEDS: Irresistible impulse that drives causes to act

infallibly in a certain sense. Lack of the things that are necessary for
the conservation of life.

PREDISPOSE: To prepare, to arrange something or someone's mood in advance.

someone for a specific purpose.

PREDISPOSITION: Action and effect of predisposing.

ROLE: A function that someone or something fulfills.

SERVICE: Organization and personnel assigned to care for interests or satisfy

needs of the public or of any official or private entity.

SPACE TOURISM: Trips to the International Space Station,

It began in the early 21st century carried out by very wealthy people.
Brave ones, the risks of losing life on a space journey are high.

VARIABLE:Que varía o puede [Link], inconstante y mudable.

Magnitude whose values are determined by the laws of probability,
like the points resulting from the roll of a die.

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CREDITS
Consumer behavior

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