El primer curso de este especialización consta de dos bloques que te proveerán de los conocimientos necesarios para comenzar tu trayectoria en Marketing. Aprende las herramientas y técnicas para convertir una decisión en una investigación real, esto lo verás en el primer módulo: Investigación de Mercado. Cómo plantear la investigación, analizar los datos recogidos, interpretarlos correctamente y comunicarlos a través de recomendaciones precisas serán algunas de las cuestiones tratadas en este curso. El segundo módulo se enfoca en el proceso de toma de decisiones por parte del consumidor, resaltando los momentos clave en el proceso de compra y consumo de un producto. Adapta tu enfoque “cliente-céntrico” en decisiones de marketing mediante el análisis de cómo tus clientes toman sus decisiones, reflexionando en qué sucede en sus corazones y mentes al momento de tomar decisiones y analizando las variables que son influyentes para tomarlas.
2.4 Procesamiento de información y saturación y atención: sensación de inesperado y relevancia personal
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Del curso dictado por IE Business School
Investigación de mercados y comportamiento del consumidor
106 calificaciones
De la lección
The Consumer Decision Process
El módulo 2 le guiará a través del proceso de toma de decisiones de los consumidores. Aquí explorará cómo un comprador potencial estudia un producto, cómo toma su decisión de compra y cuál es su evaluación después de la compra. También aprenderá la diferencia entre mercados de consumo y mercados de empresas.
Conoce a los instructores
Shameek SinhaProfessor
Marketing
[MUSIC]
Hello Tiffany.
>> Shameek, I didn't see you.
>> Yeah, I'm here again.
So I see that you got your laptop that you're looking for.
>> Yeah, I did. >> So when you were in the store,
I guess you look at the different options which are there.
So eventually did you get what you're looking for
in terms of a different specifications of a laptop.
Also did you pay the price what was your budget, or did pay something different?
>> Right.
>> And I also have another question for you.
So when you're in the store, did anything, other products.
Did those distract you when you were looking a laptop?
>> Not really,
I mean the only thing about the store was that there was a lot of variety.
So that was a bit overwhelming for me.
I'm not a computer expert so, looking at all the technical things was a little bit
difficult, but I have done my research prior to coming.
I looked at reviews, I called some friends, so I had more or
less an idea of what I wanted so I was able to come in and get that.
>> Okay, perfect.
So it looks like you made the right choice >> Hope so.
>> So enjoy your laptop and I'll see you later.
>> Okay, thanks Shameek, bye.
>> So as we just saw Tiffany come out of the store and
she got the laptop which she was looking for.
Remember she went through a lot of marketing research in
order to find information about the laptop.
So she talked to friends, she looked through reports,
she looked through company brochures.
And eventually she decided on the brand of laptop she wanted
with respect to the specifications she wanted.
So eventually when she came to the store, it dumps on the product,
she did had quite a few options but
because she knew what she was looking for, the process was relatively simple.
So for a durable good laptop,
the information search process is much more detailed, but
the buying process becomes a lot simpler because you know what you're looking for.
In the next video what you're going to do is consider another set of products,
like consumer goods product which is much simpler in terms of the market research
process because you do not need that much information
[MUSIC]
>> Hey.
>> Hi Tiffany.
It's me again.
You seem to have got your milk and
you're going back home to have your cup of coffee.
>> Yeah.
>> I just have couple of things to ask you before you go.
So first of all you seemed to have looked into different options for milk but
you pay for your brand so you just got the low fat brand of milk you wanted.
But did anything happen in the store which distracted you?
Maybe other products which were available in the store, or no?
>> No, not really. I knew exactly what I wanted so
I went directly to the store that I know has it.
I mean, there's other stuff that I could buy maybe on another day, but today,
I just wanted my milk.
So nothing really distracted me there.
>> Okay, that's perfect.
So have a nice day having your cup of coffee, and I'll see you later.
>> Thank you. Okay, see you Shameek.
>> Okay.
So as we saw Tiffany came here to get her glass of milk and
interestingly enough her process was pretty simple.
So as we talked to her, we saw that when she came to the store,
she didn't do any information search because she knew what she wanted to buy.
Even in the store, when she looked at the different options for
milk which she had available, the different brands of non fat milk
along with the different types of milk, like soy milk or
almond milk, those things didn't attract her because she knew what she was buying.
And even though in the store there are other products which she
could have looked at, those things also didn't distract her,
because the only thing she needed was this milk, low fat milk.
Which she wanted before she came and bought that milk.
So, we'll now move to the next set of products, which is a clothing store.
There we'll see how Tiffany goes ahead and goes to the different stages of
the consumer buying decision process and I hope to see you there.
[MUSIC]
Hi, Tiffany. >> Hey.
>> Here I am, back again.
>> Yeah. >> So,
I guess you have got the two dresses we are looking for.
>> I did. >> One for your office, probably, and
the other one for a party dress.
>> Yeah. >> So
I just have a couple of questions before I let you go.
>> Okay, sure. >> The first thing
is because you're in the store looking for
clothes, did anything happen which made you go out of your comfort zone?
Did you do something which you didn't plan to do initially when you came
into the dress store?
And second thing I wanted to ask you, because there are so many clothes and so
many distractions, does anything happen in terms of distraction,
which made you a little bit confused when you were in the store?
>> The first thing I did is that I went a little bit over my budget,
which I obviously didn't plan.
>> Sure. >> But I did see the things that
I liked and I thought it was worth it And also, what I wasn't planning on,
was I saw an ad in the store with a celebrity that I like very much and
that has a similar body type as me and the dress looked really good on her.
So I decided to pick that out and I tried it on.
So, other than that,
everything else I based my decision on was the fit, the color.
There were a lot of options when I first walked in, so
I was a bit overwhelmed, but basically using the criteria
of knowing what I wanted I was able to narrow it down.
>> Great, so it seems like you're happy with
the purchase- >> Yeah.
>> So I guess you're looking forward to wearing them out for your work.
>> [LAUGH] I am.
>> And for a party, and so have a nice day.
>> Okay. >> And I'll see you soon.
>> Okay, thank you.
>> Sure.
So what we have seen so far is the consumers buying decision process in three
different types of product scenarios.
So Tiffany our fictional consumer,
first went ahead to electronic store to purchase a laptop.
The second purchase she made was in a grocery store for milk, and finally,
she was in this dress store, clothing store to make purchase, couple of dresses.
So as you have seen, the three different product scenarios required her to go
through the process differently.
Of course, for the laptop, she has to go through a detailed information search.
Looking through different marketing research sources and
then she came to the store, looked at the different options,
evaluated the different characteristics of the laptop
which made her eventually purchase the laptop she wanted.
For milk which is a consumer package good, of course her process was much simpler.
She knew what kind of product she wanted.
Specifically in terms of a particular brand of low fat milk.
So she just picked up that brand from the grocery store and there she was done.
Finally, when she came to this dress store, of course her decision was a little
bit more complicated than a milk purchase, but much simpler than a laptop purchase.
She knew that she wanted two different types of clothing.
First of all, a clothing for her office, and
the second one was a clothing for a party.
She knew that she wanted this clothing in different colors,
because she wanted to spice up her wardrobe.
And she also wanted clothing which fitted her body type, and
also the current trends in the market.
So ultimately, she was able to purchase the two dress which she wanted,
and that's how we manage the interconsumer buying decision process for
these three different types of consumers.
Now eventually, what we will see in this course is how
each of the steps can be better explained in terms of the consumer psychology.
And that's where the key of consumer behavior lies.
So, looking forward to seeing you in the next video
[MUSIC]
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