Consumer Behavior And Its Objectives

Consumer behavior and its objectives

Introduction

Without a doubt, technology advances day after day, adding to it the new ways to communicate between companies that provide products or services, and consumers. Due to what has already been mentioned, a strong impact on the results of companies and marketing techniques and/or strategies is generated, since, they need every moment to adapt to the behaviors that change very fast, and therefore also to the changingprocesses in the decision of your purchase.

 In addition, consumers are much more thorough at the time of the purchase decision, since they have high expectations, demanding not only the product, but also the experience they pass by obtaining it.

Developing

We are currently aware that the needs of consumers constantly change, with a variation from the most rational to emotional, and this is reflected in the advertising that changes along with the tastes of consumers. Nowadays, emotional needs prevail, and hence our research work, since, we want to know transmission are the factors that influence the consumer’s purchase decision.

Studying this behavior is undoubtedly one of the primary marketing tactics in all companies that provide products and/or services. This behavior consists of a sequence of activities that a person triggers when he buys a good to meet their needs. There are four factors that influence consumer behavior and/or behavior, these are, cultural, social, personal and psychological.

But in addition to the aforementioned factors, there is one that is also of the utmost importance, (Loiácono, 2001) points to us that this is the price factor, also considered as a key factor to reach consumers, regarding competition. The strategic choice of prices will determine the responses of the demand for a certain product.

The economy now works based on the segmentation of the work it offers, with which you get money, and with that you can get objectives that you can lack. According to the international market, it is manifested when a company amplifies its activities or products by different countries of the world, being its potential buyers of different nationalities, in terms of the national market the potential acquisitors of this type of market can be expanded throughout the country. On the other hand, the regional market is one that is in a few cities in the country and introduce little merchandise.

• The general objective is to diagnose the type of factor that influences the purchase of fitcakes.
• The specific objectives are to determine the influence of the psychological factors that influence the purchasing decision of Fikcakes.
• Determine the influence of social factors that influence the purchase decision of Fitcakes.
• Determine the influence of the psychological factors that influence the decision to buy Fitcakes.
• Determine the influence of personal factors that influence the purchase decision of Fitcakes.

The theoretical framework will begin with a brief definition of consumer behavior in which, indicates that consumer behavior buys a satisfactor product of needs. Taking into account that the purchase is made for the resolution of a problem. When a person makes a purchase, it is made to solve a problem, and for this it is necessary to consider a sequence of steps. 

First we have, the cultural factors, within it we find influences of the utmost importance in the behavior that the client has, which are, culture, subculture and social class. With respect to the aforementioned, culture is defined as the set of customs the total sum of beliefs, values and customs learned

In addition to this, each culture has subcultures, these are smaller groups that differ from the rest, because they share beliefs, customs or some specific characteristic that identifies the members of a certain group. Each consumer can belong to one of them, among the most important subcultures we have: religion, race, age, gender, among others.

Last but not least is the social class, which basically consists of hierarchy. "It also consists of subgroups made up of people with similar socio -economic characteristics". According to the classification provided by the APIIM: Peruvian Association of Market Research Companies, Peru Cost, low middle class (NSE d) and lower class (NSE E).

As for social factors, we have the following distribution, reference groups, family, social roles and status, fundamental in consumer behavior at the time of purchase. As for the reference groups, they are groups that have influence, which can be both direct and indirect, with respect to attitudes and behaviors. Without a doubt, the family is the group that influences the most, it is primary.

Therefore, we have the personal factors, within them we have the age and stage of the life cycle, it indicates that most of the tastes and preferences we have, they relate to our age, we also have the occupation and economic circumstances, theoccupation greatly influences, even more economic circumstances, available income, savings, etc.

Finally, we have the psychological factors, and as the main component the motivation is the internal factor that is responsible for promoting this behavior, providing the orientation and in turn, directing it. A purchase is always made to meet a need, this being the reason. We also have perception, this depends a lot on the stimuli that are received, from them an image of the world is created. 

Without a doubt, learning is a considerable variable in the individual, since it triggers the development of all behaviors. And this learning as a consequence has attitudes, which refers to what one feels about something, placing the case of an object, whether it is to its liking or not. The purchase decision is an important point in marketing. 

conclusion

The aforementioned series is known as the decision -making process, and the steps that make it up are: Recognition of the problem, information search, alternative evaluation, product choice and result or purchase. The purchase process can be extremely influenced by cultural, social, personal and psychological factors. Of which cultural factors exert an extremely deep influence. For greater understanding, a small but concise concept of each of them will be defined.