The relevance of the study Delcomportamiento Consumer

Your company has nothing to do in markets where it can be the best. Philip Kotler

Overview

The characteristics of the marketing economic scenarios show a dynamic, changing, where its principal actors such as companies that offer their products and consumers who buy them are crucial to ensure that markets function is being well managed, properly managed, especially , in an era where competition is a significant role towards the conquest and retention of markets.

It requires a knowledge management markets interpret the needs, demands of its customers, satisfy and provide products that are constantly required. The management of markets must be very careful as promotions, service management product offering and affect behavior, consumer behavior and to determine the causes of shopping satisfaction, rejection and the incidence of all those attributes that affect the purchase.

Thus management plans its market share so that you encourage the demand for their products.

Considerations, culture, scope, impact

Increasingly, the offers are varied by the companies and markets, are different products with many interesting attributes that influence consumer behavior, something that management can not ignore market. On the contrary, should be aware what are these attributes, generates actions, strategies with respect to that benefit them in their application and acquisition.

If you really want to ensure good participation in highly competitive markets should be well defined the type of consumer who wants to serve, their behavior and strategies to be followed even satisfy and ensure their loyalty.

It is necessary that management has adequate knowledge of what this involves consumer behavior. This requires to be fully identified with its scope, impact, advantages, disadvantages, achievements, of the factors involved in the process of comparison and purchase of products.

Many companies, especially SMEs in the Venezuelan scenario, they have neglected what is consumer behavior and where management has not taken very seriously their role to define plans that favor markets in the operation of the company when offering their products or services.

This time we stop at one we consider for the case of Venezuela has been decisive as regards culture.

Of course, you must have clearly defined the factors influencing consumer behavior and problem solving to the satisfaction of needs. Just as lack of knowledge of the problem solving process, the influences that determine the behaviors and levels of existing responses to the degree of participation in the purchase.

Should not be overlooked that this is very important factor to consider in behavior, especially with the opening, for example the government has created alliances with highly productive PASIS such as China, Asian Tigers, Russia, Brazil to name a few , allowing them to place their products in the country as regard to the culture. About it, remember that we bring Luis Recalde, the study of culture is the study of all aspects of society: language, knowledge, laws, customs, etc.. that give the society a distinctive character and personality. In the context of consumer behavior, culture is defined as the sum of beliefs, values ​​and habits acquired and transmitted from generation to generation that serve to regulate the behavior of a given society.

The impact of culture in society is so natural and so entrenched that its influence on behavior is remarkable. Culture offers order, direction and guidance to members of a society in all phases of human problem solving. Culture is dynamic and gradual, continuously transformed to suit the needs of society.

Culture is learned as part of social experience. From a child's environment is acquired a series of beliefs, values ​​and habits that contribute to their culture. They are acquired through formal, informal and technical. The formal advertising enhances learning by reinforcing desirable patterns of behavior or improvement expectations and providing informal learning models. Because the human mind has the capacity to absorb and process symbolic communication, marketing can successfully promote tangible and intangible products and product concepts through mass media.

The elements of culture are transmitted by three institutions: family, church and school. A fourth institution plays a major role in the transmission of culture, are the media, both through editorial content and advertising.

Some manifestations of culture.

1. National Character

2. Subculture

3. Language nonverbal postures, gestures, food preferences.

4. Importance of symbols, taboos, prohibitions, attitudes, rituals (even transition rites: graduation, marriage, retirement and death)

This cultural significance is drawn from the same world of culture and transferred to a consumer through advertising and fashion system. Then he transferred property to consumer behavior through certain rituals of consumption.

You have to see how the introduction of new products from the Asian culture through market strategies, has affected some consumers who have given rise to many products are purchased but not of the national culture. Probably the novelty, the attractive features of the product, imitation, recognition, influence.

Take into account also that a subculture is a distinct cultural group that exists as an identifiable field within a large and complex society. Its members have beliefs, values ​​and customs that set them apart from other members of the same society. The main categories subcultural are: nationality, race, religion, geographic location, age, sex and education.

Ethnic subcultures: attending to the sources. Descent from common ancestors: they tend to form close vizier, tend to marry people of the same group share a sense of belonging

Indeed, the Government must be attentive in their alliances permit requirements for some products that get into the market, determine how they affect national culture may affect consumer buying behavior native. What is the real cost of this, even social? How importand culture has influenced the national culture? What has caused all this?

Conclusions

You must demonstrate an awakening interest proactive management of domestic firms market to determine what factors have most impact on consumers, which has generated it, like taking strategies, market plans that encourage more, when the Venezuelan consumer is within the reach of foreign products has had a significant impact on consumer behavior, satisfaction of needs, many of them artificial and that has seriously impacted their behavior.

It requires a formal commitment of the management of markets in order to define what is the reality of the country's consumer behavior, what to do about it. This matter of another paper.

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