The Scope Of Purchases Under Pressure

The scope of purchases under pressure

As a pre -purchases, I want to mention that as human beings;Really aware of the attitudes or actions we can take, we always need to have a feeling of being guided, in most cases dismayed in what can happen we do not know where to go or want to have if or if a guide, or an instructionWhat we can do.

Now, as Solomon defines "most of the things we buy have a high emotional content which is very influenced by the culture and the environment in which the consumer develops". So as I mentioned at the beginning, even in purchases the human being tends to have some influence or attachment to have to be guided to decide.

At present, the development of business and marketing itself, has been responsible for being able to influence or to be able to give that little impulse that people need to decide a purchase, it is not necessary to exert tireless pressure for this to happen;You should only have the ability to persuade people. See Annex I

Escalante defines that "consumer behavior has become a comprehensive component of strategic marketing planning", of course it benefits many companies that use strategic marketing as a fundamental tool in their companies.

Sometimes it has been heard that brands have come to create the needs that are not really indispensable for the human being;And yes, it is completely true, but from my point of view to these fictional needs, let’s call it that way, it can come and contribute the influence of a certain group or social environment in which this is.

Taking this to the current reality, many need or need to fit into a certain social stratum or simply for not wantingproduct.

The truth is that the trends regarding a pattern of behavior are always well marked in an example as simple as the ride in a shopping center, all are walking through the halls where the influx of people in theory is for their favorite stores;But who said everyone should go there? The answer is because we are taken by the form of people’s behavior to our environment.

You can begin to see the scope that a social influence can have in a purchase group, for example: someone goes from companion to make purchases, without the encouragement of making any purchase, but at that time he sees that the personthat accompanies the article that I buy and at that precise moment the person makes use of a word: you can buy one too, it already gave that little impulse to buy.

In order to begin to synthesize and analyze the important role of the environment in which the human being develops for the decision of a purchase, it is necessary to be able to see the post purchase behavior carefully;For example: in a case that a person walks down the street and sees that a person buys a coat, and it simply seemed pretty and decided to buy it, then the behavior or reaction after buying probably when they arrived at home, be it fromrepentance because it already has coats which can use.

So what is the role that the business or company where the purchase was made. It is believed that having a sale because the goal of marketing was met, and although that is true, it is very likely that at present it is not only sufficient that is sufficient.

What I want to get with this is that;The marketing that is currently handled by the famous traditional or digital, goes beyond the purchase, means that you want to create a link between the client and the company. Therefore, knowing that we are in a world with people that can be provided to be influenced by others, than better than taking advantage of this situation and that companies have the power of conviction.

As Cortés exposes "brand strategies should seek to strengthen beliefs and evaluations that reinforce the choice of shopper". I agree with this point of Cortés, because brands by becoming that influence for the buyer through a marketing strategy in a large part guarantee a good post sale reaction and begin to generate the desired link.

Something that can well be considered within the shopping atmosphere is that there are trends in people to buy together, that is, we do not have our own thinking about our purchases, rather we compare them with that of others. A real example is when buying a technological product;That technology is practically changing in the blink of an eye, which today we buy as only and more modern, the following month simplely and simply there is already an improved version and possibly at a better price, so we begin to compare the purchase thatWe made that of someone who just does it with the new and improved version of a product;In a large percentage people will decide to buy the new version and leave behind the previous.

This goes through the behavior in pack, the desire to want. I ask myself a question who marks or who has said that this should be so? You can find many answers regarding that question, in my consideration the answer is unique and simply that behavior patterns such as manada behavior are followed.

Far that there are needs or needs that brands have created;That it is probably a myth, when we see that a handful of people has a new product, makes us act impulsively to buy and of course the purchase comes into play under pressure, because in the environment it generates that pressure or anxiety of wanting to havesomething like others have.

An explanation of Lodeiro the manada effect "is the tendency to accept as valid the reasoning or ideas of the majority without analyzing whether they are correct from a logical point of view," Lodeiro’s emphasis is from a sociological point of view, butIt is adaptable to the subject, because it is recognized that in most cases there is no reasoning point when buying.

What buyers really exercise is the purchasing power and as in the pack, without reasoning or analysis, there is no pause to be able to investigate in this regard, it may be that it is not what is needed at the time. Something very important is that, not because someone bought something, it means that everyone also has to buy it.

Now this is where well -structured marketing strategies enter, as mentioned above, it is not only to sell, currently every marketing strategy goes far beyond that. Everything is currently in constant evolution, and that to some extent has made that as buyers we are increasingly demanding and thorough at the time of buying.

It may be that by pressure a purchase is made, but that does not let us be demanding when making it;But really the behavior of the person who makes the purchase will not be different if it were a planned purchase. What I want to get is that the marketing strategy must always be directed for the approach either by pressure or not.

Touching the issue of what marketing is currently doing;The scope and immediate that a company or brand can have to transmit a message in the minimum possible time is impressive, for this reason persuasion also increases significantly towards customers.

Vilchez states that "in the internet field, the objective is to carry out a digital strategy that leads to an increase in sales and clearly communicates the value of the brand value". I totally agree with this concept, at the moment a company manages to communicate well the value of its products or its brand, unquestionably this company is the one that has the power to influence and press a purchase.

Something that mentions the book Brandwashed and seems very important to me, talks about the human desire to be accepted;It is something that being realistic most human beings have it, because we need to have a lace in a certain group, and of course this part of the human desire to be accepted is completely exploited by merchants and companies.

Why in this issue mentions many attitudes of human behavior and sociological aspects, is because precisely from there the brands and strategies for marketing have been born and evolved.

Nicuesa explains that "a desire that connects directly with self – esteem, is the desire to be loved and accepted by others". Here we directly enter the point where to be accepted by someone or by the group we want to fit, it is essential for people to have high self – esteem, and in many cases self – esteem can be manipulated or directed by marketing.

I will give an example that usually happens in the daily or real life of people directly in Guatemala;It is a country that apart from having many cultures we are influenced by some foreigners, for example the famous Halloween, so that happens with this, on that date many go out of party disguised and this what he has done is that to be acceptedto a party disguised.

The emphasis I want does in this is that it is clearly not a date or feast that is probably from the country, and probably many foreigners have been celebrating it in Guatemala without calling Guatemalans to do so but the desire to be accepted in that group hasfact that becomes normal, and then brands or companies have created strategies to sell costumes and all types of clothing by the date.

So simple without so much work a sociological aspect became and will continue to become a way to implement strategies in the mercadological field.

Explaining a little more about the sociological behaviors of human beings in purchases;When a new store exists or is freshly opened in some cases we do not see so many people inside the store (if not known), then we start asking something like, will the brand be good? Or how can I get there?. The point is that we have those doubts but not the initiative to be able to go and check it by our own means.

When we see that someone else is checking and buying in a new company, it is generated in the mind or the attraction for it is activated, and this happens because we need to visually verify that something is true, and of course companiesThrough marketing they have taken advantage of this with the merchandising tool, which is the use of spaces for new brands and positioning, but I will not talk about that issue in the essay.

Now, being able to know that many opportunities can be used for marketgolically for people to buy, companies must and begin to change the strategies, well it really is something that the same trend forces to perform, as previously mentioned we are too demanding when buying,So the task is a strategy that does not intend to invade people, rather to influence them to be moved to make a purchase. Currently this can be achieved by a single person.

When I say that a single person can get a community or a mass of people in different places to buy a product, it is about the famous influencers, well and being realistic, in an extremely digital era it cannot be allowed to overlookThese people who influence the masses. It is something that is being given and marks a lot of trend.

Obeso when talking about Die influence marketing that "influence marketing consists of attracting recognized characters that exert influence on consumers through specific marketing actions". A known character can influence consumers just by making a recommendation. Or simply as it currently happens, uploading a photograph to a social network.

When talking about specific marketing actions, it means that this influential people must be according to what you want to achieve, or at the end of the target public, for example: companies must choose their influencers well, if it is a company that sells clothes, it is necessary to choose someone in the field of fashion, so that the influence that is desired can have greater reach. Influence results will not be obtained if someone is chosen at random.

Rocha (2019) describes what results are expected with the time of influencing “it requires a specific result: a change in someone else’s thought or behavior. Therefore, an influencer is someone who has the power to influence the perception of others or make them do something different ”. I return to the point where I mentioned that it is not only to get them to buy but to do something different with their purchase, what if with a person who bought to continue influencing more, thanks to that link created.

Something that usually happens is that by the same boom there are also people who are influenced to buy but have to have much more information from some product, then they look for information on some comments on blogs, or social networks and in the same wayThey can end up being completely influenced to buy.

It is important to know that colors and shapes can also reach and mark an influence on the buyer;You can walk through a shopping center and be surrounded by colors, symbols or brands, which we always go to the one that calls us completely attention, that is, the one that is prettier or the one that has the best design, is there whereCome on and we want to be. See Annex II.

In strategic marketing, which is where everything is born that a campaign or the course that a marketing campaign will have, the specific ideas are always reflected and the course to follow, from there also the possible tactics of attraction to the buyer through anysymbol, brand or color that is striking in sight and of course influence the purchase.

To understand a little more the objective of strategic marketing Ruiz explains the use "It is used with the objective of knowing the needs of customers, finding business opportunities and segmenting potential markets". To learn about the needs of customers, a market study is always carried out, in which information can also be had regarding what attracts them most.

Starting that strategic marketing is established through a marketing plan, the point from there is attracting potential customers influencing them to reach the brand. It is important to know that the plan is the guide for a long term, and nobody knows if when time after a strategy may stop working, due to the fact that a trend has changed, for that reason it must be flexible to be able to reinvent itself.

In this case, it is also necessary to have the operational marketing implemented, which practically focuses on the general compliance of the already embodied plan, the point and objective to be achieved, that is, the day to day of the General Plan.

There is a tool if it can be called that, although I prefer to call you platform, and I will generalize not to mention a specific one;Social networks, incredibly 15 years ago few could have presaging the rise they currently have, and why I mention this, because in a high percentage today buyers are there, on social networks, and where they should be influenced? Or through where they must be influenced?.

The answer to these questions is almost obvious, because for that reason everything must be channeled through the networks, always taking into account the objective public to which you want to reach. But the approach I want to give is that what is seen on social networks is often not as many expect;talking about purchases clearly, but in spite of that people continue to buy.

And the reason why many continue and continue to buy is the fact of wanting to have what they see, a photo of a person with a garment, which obtained many positive reactions is immediately demand for many more.

You can begin to considerably notice the great scope that we all have today, what years ago could cost days or months to have, now it is a matter of hours even to be able to obtain it.

Well and while it is true that in this digital era, young people are booming, or almost children, group pressure or purchases under pressure come through them, that is, companies take advantage of their power to convince them about them about them aboutParents, grandparents, uncles etc. To achieve the goal.

And without realizing a person from 30 to 40 years, it is seen indirectly in the target of a company through the children. And how it happens;It is simple the way in which a child child can have pressure or manipulation of a father, for example fast food restaurants, are usually the attraction of children for space, games or offers of a favorite character, this forces the father or mother to change a dinner in a formal restaurant to go to a fast food, even if the food is not of their preference.

Fernández explains that "in a marketing campaign for a company or brand, the target is extremely important because it will indicate the type of people to which a product and/or service is directed" ". Many times we believe that the Target of X O Y Company is direct to a person, but the objective is to influence this person so that it can influence others.

In this way it is evident as mentioned above, that human beings are extremely influenceable, and in fact we seek to satisfy ourselves with many things, at first we may believe that they are indispensable but really when we see the behavior we have, we can determine if it was orno, and companies benefit from this.

Making it clear that the point is not to see the companies that take advantage of the trends and the multiple ways of being able to reach their objective public, my point in the essay is to be able to see how easy people are that we are people and that we can take advantage of thatmarketing to sell, emphasizing the creation of the link between company and buyer.

For that reason it is also extremely important, the way a company wants to attract its buyers, with the specific message that you want to transmit. There is the inbound marketing tool, which in a nut.