consumer buying decision process by Angela fuego

CONSUMER BUYING DECISION PROCESS

Angela Garrido Aguilar ยบGIAT A

INDEX A.1 The behavior of the tourist consumer………. Page 2 A.2 Importance of study customer behavior for the marketing……….. Page 6 B.1 Needs for travel………. Page 8 B.2 Motivations for travel………. Page 10 C.1 Phases of the consumer purchasing decesion process……….. Page 16 D.1 Non-commercial agents involved in the purchase decision process….. Page 21 D.2 Commercial agents involved in the purchase decision process……. Page 22 E.1 Psychosocial impact of marketing and publicity……………. Page 23 E.2 Psychosocial impact of public relations…………. Page 25 F.1 Key- points in the post- purchase process……………….. Page 26 F.2 Oportunities for customer loyalty………. Page 29 G.1 Importance of TQM for the customer………………. Page 30 G.2 Importance of TQM for the Company…………….Page 30

A.1 The student has defined the behavior of the tourist consumer.

Have a knowledge of the factors influencing the buyer decision process in tourism; In particular have an understanding of the theory of motivation Have an appreciation of the way that the roles and psychographics of tourists are linked to specific forms of tourism and tourist needs. ❖ Individual Decision Making No two individuals are alike and differences in attitudes, perceptions, images and motivation have an important influence on travel decisions. It is important to note that: -Attitudes depend on an individual’s perception of the world -Perceptions are mental impressions of, say, a destination or travel company -Travel motivators explain why people want to travel and they are the inner urges that initiate travel demand -Images are sets of beliefs, ideas and impressions relating to products and destinations. ❖ Why is this Important? It is important for tourism managers to research and understand the way in which tourism consumers make decisions and act in relation to the consumption of tourism products. We need to study a tourist’s consumer behaviour to be aware of: -The needs, purchase motives and decision process associated with the consumption of tourism. -The impact of the different effects of various promotional tactics. -The possible perception of risk for tourism purchases, including the impact of terrorist incidents. -The different market segments based upon purchase behaviour and how managers can improve their chance of marketing success.

â?&#x2013; Influences of Consumer Behaviour

Consumer decision-making framework â?&#x2013; Elements of Consumer Decisions We can view the tourism consumer decision process as a system made up of four basic elements: -Energisers of demand - the forces of motivation that lead a tourist to decide to visit an attraction or go on a holiday. -Effectors of demand - the consumer will have developed ideas of a destination, product or organisation by a process of learning, attitudes and associations from promotional messages and information. This will affect the consumerâ&#x20AC;&#x2122;s image and knowledge of a tourism product thus serving to heighten or dampen the various energisers that lead to consumer action. -Roles and the decision-making process - here, the important role is that of the family member who is normally involved in the different stages of the purchase process and the final resolution of decisions about when, where and how the group will consume the tourism product. -Determinants of demand . In addition, the consumer decision-making process for tourism is underpinned by the determinants of demand.

â?&#x2013; Several factors can contribute to explain the behavior of the tourist. -Economic -Social -Personals All conditioning variables must be taken into account together. The consumer will receive a series of external stimuli coming from both the environment in which he is and the marketing actions that companies perform in the market. The stimulus-response model helps to explain the reasons why the tourist experiences the desire to travel and the way in which he makes the decisions associated with that trip. â?&#x2013; Factors of the environment: -Economic, political, legal -Factors: Culture, subculture, religion -Factors: Age, profession, personality, lifestyle. - Sociological factors: Reference group and coexistence -Factors of Marketing: Strategies of product, price, communication and distribution The need or desire to make a trip or use any tourist service is due to the different motivations that each person experiences. The knowledge of these tourist motivations is one of the elements to satisfy them.

A.2 The student has analyzed the importance for tourism marketing of the study of such behavior. Consumer behavior refers to the set of activities carried out by a person or an organization from the time he has a need until the moment he makes the purchase and uses the product Consumer behavior includes: -The purchase or acquisition behavior -The behavior of use or final consumption -The internal and external factors that influence the purchase process and the use of the product Characteristics of consumer behavior: -Complex - Change with the product life cycle - Varies according to the type of products

Consumer behavior in the purchase decision is a key issue for designing a marketing strategy for a specific tourism product. It is very important to succeed, but it is not easy to define correctly there are many factors and variables to take into account. In addition humans are unpredictable before a novelty, they may react with rejection or mistrust. And more when we talk about tourist destinations and trips, you have an idea of going to a site and you see on TV a site that you like and change your opinion. When we do market studies the results obtained we can not assure that they will be fulfilled to 100%.

Why is it so important to know the tourist consumer? To succeed, we must know the consumers to sell what they need or want and not fall into the mistake of trying to sell them what we want. Although a customer may have an idea in the head about a trip and by the opinion or influence of the seller may end up going to another destination. The consumer chooses the products that best meet their needs or desires, for that you have to meet them to develop interesting products, design travel packages, excursions, promotions and offers from a base, and that basis is consumer behavior. Tourist consumers, like all consumers, are influenced by many external and internal factors that affect their decision to buy a product. External factors are: culture, social class, referents, family and lifestyle These factors involve us in our daily life. They influence our tastes and the type of non-generic needs we perceive. For example, according to the experience of someone you know who was in a country we can have different tastes or preferences. There are other internal factors: attitude, personality, motivation and learning. The latter affect in the criteria that one owns when acquiring a product or service. In the case of the tourist consuidores we must also add that depending on the type of tourism that each client wants to do, it is more convenient for one destination or another. With the study of their behavior we want to know the markets and their needs, thus we can advance to the facts. We have a concept of tourist product but knowing the market, the tastes, the type of tourism etc we can make it more palatable with specific characteristics for the market in which we focus. We will know what advertising to do and where to issue it to influence the buyer more. We will have to keep in mind if the concept is something new that impacts and attracts the attention of the market or also if it will meet the needs of tourists. We must take into account where we want to sell our product if it is really interested, if it is what they are looking for or also if there is already another company offering that product or service. We must take into account what type of hotel or flight we are going to offer, to what social class is destined and its prices, the type of service. All this will be asked the same, the consumer, before consuming our services. All the services that can be offered to consumers follow the same process as the development of a product, we must know the behavior of the consumer to create an attractive offer for the market, either very general or concrete. Although the concept is great if it is required by the market you will fail just like another with a bad idea. In the world of tourism the consumer is guided by recommendations and first sensations, so sometimes there is a restaurant / hotel full and next to another empty, a matter of feelings.

Our product must surpass the rest already present and it is very important the marketing or advertising

B1. The student has identified the main needs that lead to consumers of tourism services to consume such products-services http://www.tourismtheories.org/?p=329&lang=es https://www.aprendedeturismo.org/cambios-en-las-necesidades-de-los-turistas/ Throughout the history of humanity there has always been the social element of wanting to temporarily escape everything, leaving the daily environment as the main motive, without worrying too much about the place to go; Preferably, yes, to a more pleasant environment than involves the daily routine. In the case of tourism, this motive is the basis for the desire to travel and includes the generation of a need. This article will discuss the different motivational levels that make people go on vacation, as well as their interaction and influence in tourism and its market variables.

The needs Needs, motives and motivations are the engines of human behavior and, therefore, are vital to activate the mechanisms that move tourism. The motive is given when a person has an impulse that generates a need, which in turn creates a feeling of dissatisfaction that will not disappear until that need is fulfilled. In the satisfaction of all necessity, an investment of energy in a certain direction has been involved. The reasoning about the appropriateness of a trip is internal and is related to the question of why to travel, while the more specific motivations determine the answers to the questions of where and how they want to travel . In addition, the needs and motives of travel underpin expectations and can influence the final result of the vacation, resulting better or worse than expected compared to the needs met. Obviously, once a need to travel has been fulfilled it ceases to exist. From the academic point of view, this theme of travel needs can be approached from different disciplines, such as psychology, social psychology and anthropology. Several theories have been developed and a number of models have been designed for this purpose. 1. Physiological needs (at the bottom of the pyramid). 2. Physical and mental security needs. 3. Needs of social belonging, affection and relationship. 4. Needs for esteem and social recognition. 5. Self-realization and personal development needs (at the top).

b.2 The student has identified the main motivations that lead consumers of tourism services to consuming such products-services. http://observatorioelrincondelturista.blogspot.com.es/2015/08/modelo-de-decision-decompra-de.html â?&#x2013; Motivation Motivation is defined as â&#x20AC;&#x2DC;causing a person to act in a certain way. Approaches to motivation:

Within the context of motivational factors when traveling, the concepts of push (push factor) and pull factor ("pull factor") are the most used. There are so-called external motifs in tourism that can influence the tourist by dragging them towards a certain motivation and then to a decision. Tourist destinations try to attract potential tourists and this social force can become a drag factor for an individual to establish a motive for travel, as well as a more specific motivation to select a destination. Drag factors come from both the destination itself and from various extrinsic tourist situations, such as climate, historical resources and comfort. Traction factors are related to the feeling of deprivation and as such they evoke a

desire and are therefore subjective and socially constructed feelings. We also have the intrinsic motives, clearly related to the traveler's intangible desires: impulses that occur inside the person and are known as push factors. Contrary to the feeling of deprivation left by the traction factors, the push factors are related to a lack of essential things to conserve life. A lack of rest can lead to a situation of fatigue that at the same time generates a need to travel. Different motivational strata can be distinguished. The reasons are more generalized and year after year, according to their needs, the people of the western societies generates different reasons to go away of vacations. Then there is the motivation, which helps determine both

the destination and the type of vacation. The motive for traveling is derived from introspection (thrust factor), but the more specific motivation usually based on the motive trip is inspired by external influences or attraction factors. It is this vision about the motives and motivations that is used in this website. In addition, most people do not opt for a particular reason, but are defined through a series of alternatives that combine both motives and needs, further complicating things. It may well be that members of the same group, doing the same activities, are meeting different needs, or being impelled for different reasons. Finally, initial needs and motives may play a dominant role in tourism, but they are not the only percussors that determine human behavior; social influences, cultural conceptions, and religious beliefs play a very important role as well.

than that of being able to satisfy a desire. A desire of an unconscious nature. That is to say that the satisfaction of that desire is what will move us, it will impel us to transform us into tourists; to travel. Motivation is a word that derives from motive (-that is- that moves or has efficacy or virtue to move) and this in turn to move Latin: "movere" - motivation: "these are the driving and guiding processes that are decisive for the choice and intensity of the updating of behavior trends". Motivational variables are, along with circumstances, the most important determinants of behavior. They constitute the conscious and unconscious stimuli, biological, psychological or social, that move us to an action, directed to a desired goal.

Motivation of the tourist Travel is the means by which people seek a reward, but a psychological type, derived from the temporary experience of new places and situations, being free from the limitations of work and the normal patterns of everyday life in the home " It speaks of a psychological reward, and this psychological reward is none other Thus, the motivations of tourism can be grouped into the following types: A) Physical and psychic motivations B) Cultural motivations C) Social and communication motivations D) Motivations of change of activity and geographical location.

The UNWTO (World Tourism Organization) establishes three types of motivations: Personal motivations: -Need of contact with nature -Need of knowledge Family motivations: -Need to find a certain family lifestyle that everyday life prevents Social motivations: -Need of imitation -Need of singularity or how to distinguish oneself from the group. Tourist motivations are the causes that move people to the realization of travel where anyone can have 1000 reasons for travel. Among them, there is always one that is the main, the most important, which conditions the type of trip, the tourist attractions and the area. We can distinguish three types of motivations: RECREATIONAL MOTIVATIONS These are those based on the rest and entertainment of tourists, based primarily on the use of natural attractions and distinguishing between: Sports motivation: it has as fundamental object the accomplishment of physical activities by hobby or maintenance, taking into account that some activities carry training courses, for example sailing, parachuting ... and distinguishing between 2 types of sports: - Conventional sports: They do not carry risk for the physical integrity of the people. They are what we call group sports football ...... -Adventure Sports: They carry physical risk for the person puenting ...... Motivation of adventure: its purpose is to enjoy the physical and psychological risk inherent in the trip and the activities that are carried out either through adventure sports, or the

aggressiveness of a space, usually not developed tourist where the most habitual Are the deserts, mountains and jungles Motivation of sun and beach: generic motivation of the tourism of rest and relaxation, using as base the natural (sun, beach, water), whether coastal, lacustrine or fluvial. The fundamental thing of this tourism is the recovery of the physical and psychic balance of the tourist. Motivation rutera: Making itinerant tourism in order to enjoy the landscape and the culture of certain spaces that give rise to two types of tourism: Tourism of continental route: It consists of traveling a predetermined itinerary, usually by an institution that is located on the terrestrial surface. Route Andalusi, Route of the silver .......... Tourism of water route: is to travel a route set by a company, using water. The type of tourism most related to this are the trips of sea and river cruises. Country motivation: it is the enjoyment of the space related to the natural and cultural elements that are derived, of the towns and their environment giving rise to three different types of tourism: Rural tourism: Whose fundamental objective is the rest and relaxation through the accomplishment of simple activities, common of interpellation with the people and enjoyment of the landscape Natural space tourism: Activities that are based on the use of natural biotic and abiotic elements, which normally have a singular interest and are sometimes protected by some type of legal qualification (reserve) Agrotourism: Consists of the participation of the tourist in the traditional activities of a rural environment, which are generally related to agriculture and livestock (school farm) Interpersonal Motivation: Its purpose is to relate to another set of people in the place of destination. This can lead to: Trips to friends or family Fun and recreational trips: When the fundamental objective is to relate to people in the place of destination, for the environment and for the fun, very related to night out Health motivation: It has a combination of physical, psychic and recreational need, related to the use of natural elements that have healing properties. (Thermalism, mud)

Purchasing motivation: It aims at the acquisition of certain products that are typical or traditional of the area of tourist destination offering some comparative advantage of prices or quality, with respect to the zone of residence, where technology products are usually acquired.

CULTURAL MOTIVATIONS The group of cultural motivation is composed of all those causes of travel, which are related to the manifestations and expressions that societies have been developing throughout a historical process that the tourist observes and enjoys syncretically. The cultural motivations are as follows: Ethnic motivation: Where the tourist aims to participate in the cultural elements that have been transmitted over time by custom and tradition, and where we distinguish: -Religious tourism. Based on acts of faith or offerings of people who give rise to demonstrations that we call pilgrimage, pilgrimage, procession ...... -Festive tourism: consists of the participation of the tourist in the traditional celebrations of the destination zone -Gastronomic tourism: aims at the tasting of traditional foods from the destination areas -Motivation shows or scheduled events: When the trip develops as a result of the tourist acts as a spectator in a scheduled cultural or sporting event. -Monumental motivation: It is the generic motivation of cultural character that is characterized by the visualization and understanding of the artistic elements of a society, using as a base the architecture, sculpture and painting And the smaller arts like the goldsmiths, ceramics... -Urban motivation: It consists of a conglomeration of cultural activities that focus on the city of destination combined with ethnic tourism, monumental art and entertainment.

PROFESSIONAL MOTIVATIONS: They are those related to the work environment of people and are usually conditioned. We distinguish: -Business or business motivation: it is the generic motivation of professional travel, which are those conditioned travel and derived from the job position that performs. -Motivation of congresses: Trips programmed in a destination as a consequence of a meeting of a group of related professionals, hobbies or militancy, in order to solve problems common to all of them. -Educational or formative motivation: All courses programmed as a consequence of the process of training people that may be prior or subsequent to their professional specialization Motivation of incentives: it is a trip consequence of a prize that offers the company to the workers who fulfill the objectives of production or profitability.

C1. The student has identified the phases of the consumer purchasing decision process. https://www.marketingwebmadrid.es/fases-proceso-compra/ http://estadisticas.tourspain.es/img-iet/Revistas/RET-79-1983-pag39-53-42199.pdf THE PURCHASE DECISION PROCESS A buying decision process is the decision to spend money to obtain material or immaterial satisfaction. In the purchase of a consumable product, the buyer expects satisfaction Tangible or intangible; In buying a tourism service, satisfaction is more difficult to measure, the tourist is buying an illusion, buying an experience from the time he leaves his house until the return to it. That is why his decision is taken with some caution and resign. The degree of caution begins to be provided by the perceived risk and the importance of the amount committed in relation to the buyer's total resources. Their reasons for this caution and resignation are concretized in two sections:

A) Fear of losing money (money that may be necessary to you)

B) Feeling deceived or looking naive. The purchase decision of the tourist is the answer to satisfy needs that are presented to it, and that this decision involves

Every tourist takes into account the following: 1. That there is no tangible rate of return on investment. 2. That spending is often considered high in terms of The after-tax income earned during the year. 3. That the purchase is usually capricious, spontaneous or meditated. 4. That spending is prepared and planned through savings Done in a considerable time, sometimes a year. 5. In other words, that the tourist is resigned to a decrease of their reserves and knows that from the purchase of a satisfaction intangible expects a non-economic return. This will make you more sensitive and we will have to analyze it from other variables that affect you.

CLASSES OF PURCHASE DECISION When an individual makes the decision to travel, the first decision what he does is to leave the house; Then comes: where to go, what to do, how to get the trip, how long to be, how much to spend and what will win with the trip. There are several approximate types of purchasing decisions: 1. The routine purchase decision. 2. The extensive process in the purchase decision. The routine purchase decision. The first is when decisions are made quickly and with little mental effort. We decided on a hotel and thought in a chain: Meliรก, Sol, etc .; Or for the rental of a car: Hertz, Avis, etc.

Although many trips fall close to the routine, others do it with an extensive process; In this case, consumers spend a considerable time seeing information and evaluating the alternatives available. Influence on routine decision When a traveler makes a routine decision, he makes this choice based on an inventory of knowledge and attitudes that exists in your account. He has a stock of information, useful, valid for that moment, but when it needs to be decided, all communications and information you perceive can influence you in choosing a destination or another. Tourism marketing efforts in these be decisive for the consumer to opt for an option other, since tourist consumption often acts by suggestion or emulation The decision by an attractive impulse There is another kind of decision, made instantly, but rather different from those we call routine, and is referred to as a decision of impulse, and that has the contrast with the previous one decision. These consumers are often attracted to posters and by outside advertising; Impulsive behavior can be caused by any type of communication when it is located strategically and is emitted over time. A road trip to a certain destination can be changed by an impulsive action that has been attracted to him by advertising on another destination, not planned. The decision to visit this unintended attraction can be characterized by a momentum or by an advertisement that has stimulated you and decided to change of itinerary. Process in the purchase decision

When an individual makes the decision to travel using this process, he is receptive to all communication that can help. Under these circumstances it is understood that your information is insufficient to support the decision he must make, and marketing tourist services is in the best position to influence result. During this decision process, the consumer will be informed of all sources of assistance: travel agents, colleges, professionals, associations and friends. And also be receptive to advertising, brochures and other impersonal sources. There is a lot of evidence that the choice of a destination is a long process of decision, but that decision of where to go this year on vacation? can help you with any information you may have to give answers to all the specific questions that he has. PHASES IN THE PURCHASE DECISION PROCESS In this process involves a series of phases that the tourist Will take into account when deciding on your purchase. These are: 1. An initial stimulus, which may be based on some desires and needs that it wants to satisfy, and that may have been provoked for the publicity and promotion of a country,

hotel, destination, in general, or the tourist literature and the suggestions and reports of other travelers. 2. The establishment of a conceptual framework, from which hypotheses of some alternatives of satisfaction that the purchaser to make and enter personal socio-economic factors. 3. A collection of facts, where they intervene: cost of elements, factors of repulsion that the consumer has and that the seller must recognize through the profile of the clientele and the research of markets. 4. Definition of assumptions, taking deductions from all facts and getting tips from sales points and trust in the tourist intermediary. 5. Design of alternatives, ordering the possible purchases that could do. 6. Prediction of consequences, with a risk assessment objectives and subjective ones that could be presented. 7. A cost-benefit analysis, both tangible and intangible, obtained. 8. Purchase decision based on all previous phases. 9. Consequences of this decision that will bring you real satisfaction or a dissatisfaction.

D.1 The student has characterized the non-commercial agents involved in the purchase decision process. Products / tourist services. http://blog.inturea.com/la-experiencia-como-estrategia-de-marketing-tur%C3%ADstico http://www.puromarketing.com/42/13518/impacto-internet-social-media-sectorturismo.html

What is a tourist or a traveler looking for when choosing your vacation? 90% of the cases, isnÂ´t the lodging, insÂ´t the transport, or the offer. Actually, the first thing the tourist seeks is to live an experience, an experience that can photograph, remember and tell their friends when they return home. So, something that has made you vibrate. This experience that the user seeks could be aesthetic, or related to sports, or adventure, or relaxation ..., whatever,the experience is really counts and as described by the InterAmerican Institute of Tourism, is the set of sensations and perceptions that the traveler receives during the travel process. When we are planning to make a trip we know that if we going to a travel agency or a tour operator is a good option, but these people will try to sell us something and they win a commission. However when we look for advice on a friend, relative, acquaintance, neighbor, etc. We know that the person doesnÂ´t want to take anything in return, simply they tells us about his trip and his experience on the site. And when we are organizing a trip we care more about the opinion of an acquaintance than that of an agency. Sometimes these non-commercial agents such as our friends can transmit their experience indirectly for example in social networks. Your friend goes on a trip, and upload a folder of Facebook photos of the trip and you to see them , and think that you would like to go to that place ,and you are being indirectly covered by it.

http://revistas.uned.es/index.php/ETFVI/article/viewFile/2588/2461

D.2 The student has characterized the commercial agents involved in the decision process to purchase tourist products / services http://www.monografias.com/trabajos103/canales-distribucion-bienes-y-serviciosturisticos/canales-distribucion-bienes-y-servicios-turisticos.shtml http://www.trabajo.com.mx/el_agente_de_viajes_y_sus_funciones.htm When a tourist is in the decision process of a trip he has two options, the option that I mentioned before, non-commercial agents,( such as our friends, family and acquaintances) We also have the option of commercial agents like a travel agency. The function of a travel agency is to advise clients about their vacations, and on domestic and overseas trips. They act like salesmen, helping customers choose the holidays that best suit their needs when customers are in the process of buying decision. They use computers to check the availability of tourist packages. They can make immediate reservations with tour operators, airlines, transport companies, bus companies and car rental companies. They can also advise clients about passports, vaccines, visas, insurance and additional excursions. They deal with travel cancellation issues and can handle returns or complaints. They derive the most serious cases from their chief or the relevant tour operator. When we talk about commercial agents can be wholesalers and retailers. When a customer is in the process of buying decision, you can see on internet pages travel ads and tourist destinations that it could appear to be non-commercial agents, but if you clicking on the photo you could see that it is an agency or a company Private with the intention of selling something. The opinion and help of a tourist agent is very important for choose a trip but we cant forget that this people are trying sell a product.

E.1 The student has analyzed the psychosocial impact of marketing and publicity. https://www.marketingdirecto.com/anunciantes-general/anunciantes/el-impacto-de-lapublicidad-en-los-consumidores http://rincondeluniversitario.blogspot.com.es/2009/11/la-publicidad-turistica.html Marketing and advertising have a great importance in the behavior of the consumer and in all the people in general, although the people are future buyers or not. Tourism companies - travel agencies, accommodation, car rentals, restaurants, transport, etc. - need to be known.

The growth in the demand for tourism services also depends on the actual merits of the offer itself and the promotional and advertising effort, so as to have a psychosocial impact on the demand. However, we must remember the principle that "advertising can not compensate for the deficiencies of the product or service".

The psychosocial impediment of tourism marketing is very strong. After posters with bright colors, holiday brochures and dropdowns of hotels full of superlative praises, shocking slogans, filmed documentaries and radio advertising, all trying to make known the seductive charm of a corner of land blessed by the gods, hides the intention ff channeling a flow as intense as possible of clients of the tourism industries and of irrigating the regions that constitute the specific object of advertising thanks to the contribution of fresh money. Employers use it as an instrument to increase demand and, consequently, to improve their level of activity, which, given the large size of investments in most tourism companies, is decreasing the weight of fixed costs, which is equivalent to a reduction of costs.

E.2 The student has analyzed the psychosocial impact of public relations http://www.infosol.com.mx/espacio/Articulos/Desde_la_Trinchera/las-relaciones-publicasy-el-turismo.html#.WSCR14VOI2w https://www.gestiopolis.com/relaciones-publicas-para-las-ventas/

The first thing is to know that a Public Relations is a set of actions tending to achieve diffusion through the various media, good advertising, that is, information favorable to the company or destinations and its products or services free of charge. Set of actions tending to maintain good relations or try to influence the decisions of certain public or collective. The moment of sale is one of the most important communicative scenarios of the CompanyCustomer relationship and it must convey all corporate values and corporate identity. That should be a moment of exchange, not just of products or services for money; But of organizational knowledge, as it facilitates the business and optimizes a close relationship with the ideal. "This is an image aspect; The consumer has to receive information about the company as satisfactory as possible, both as regards the benefits or characteristics of the product and the company itself (modernity, growth, satisfied employees, good relations, stability, etc.).

Public relations or communications managers should be aware that marketers are carriers of communication and become a direct medium of influence.

It is necessary to take into account that in this first approach the first conscious task of Public Relations is being fulfilled. It is important that a meeting or a scenario is developed to present the inclusion concerns to the communication strategy and the commercial strategies that are to be supported through communication. Joint goals, solidarity actions, objectives, complementary strategies, training, methodologies and execution schedules, decision makers and evaluation tools must be drawn up. It is necessary to know that a news item published in a mass media, by an event of the company made from public relations, can influence the interest and decision to buy a consumer. The only one qualified to define what is quality is the customer (Internal - External). We are interested in perceived quality and sense of value. To satisfy the customer you have to know your expectations and feedback from your perceptions.

F.1 The student has described the key points in the post-purchase process. https://es.slideshare.net/MarianodiPalma/clase-3-consumer-journey-etapas-del-procesode-decisin-de-compra-marketing-digital-marketing-digital-mariano-di-palma-iuean-escuelaargentina-de-negocios-ao-2013 http://blog.brainstormer.es/las-5-fases-del-proceso-de-decision-de-compra/ One of the phases of the purchase process is the post-purchase phase. After you buy, you can experience some level of satisfaction or dissatisfaction. If the consumer is satisfied: -He Show attitudes more favorable to the product or brand after having bought it.

- It will show a greater probability or intentions to buy the product or brand. - Will tend to speak well of the product and the purchase. - Will try to reduce the dissonance between their opinions, knowledge and values. - Be loyal to the brand or product purchased. If the consumer is dissatisfied: - Leave or return the product - Submit a complaint to formal or legal institutions; To friends, relatives or relatives; Suppliers, distributor or manufacturer so they can help you get some satisfaction - They will not buy the brand or product or stop buying the product or brand - Keep the product in a closet. - They will initiate a negative word-of-mouth communication of the product, and say comment with other people the problem or dissatisfaction had. Only when the consumer has used the product can evaluate it. That is when you will decide whether or not you have met your expectations and, therefore, if you will consume it again. This stage is key to customer loyalty. The key points of this process are: -Discount coupons. In this type of loyalty the involvement of the user is very important since he will be in charge of obtaining the coupons through different means: â?&#x2013;

Written: cutting the discount coupon that interests you and presenting it at the appropriate establishment to obtain the discount.

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Electronic: in this case we have several alternatives: o Print the discount coupon to be able to use it in the appropriate establishment.

â?&#x2013; Make the purchase online instead of in stores and enter the code of your coupon at the time of payment. O Transfer the coupon to a mobile device and use it at the store when paying. These bonds are usually equipped with a bar code that allows them to be registered even without the need to print them -Read constantly the levels of satisfaction and to make the necessary adjustments to optimize the experience of purchase. -Customized communications. Thanks to the information we have about our customers (age, gender, preferences, tastes, etc.) we can send you adapted communications for them, achieving a high degree of personalization. -Call centers. Call centers are customer service centers. Customers can resolve any doubts about a product or service that they have purchased or wish to purchase.

-Customer Club. It is a community of priority customers, who have access to a number of advantages. The club is composed of other elements such as loyalty cards, gifts or discounts. With this program we can achieve a permanent and personalized dialogue with clients -Gifts. The main function of the gift is to enhance the image of the company. The customer receives a gift when making the purchase of a product or service, this gift can be linked or not with the activity of the company. This gift is offered to the customer as a sign of appreciation for the purchase or use of a product or service. - Ensure that there is congruence between the expectations and the perceived performance of the experience of buying and using the product. This will shape their recommendations, their comments on the internet, and will leverage future preference for the brand. - Loyalty cards. It consists of the creation of cards that allow customers to accumulate points to obtain gifts or discounts in future purchases. It is enough that the customer presents the card at the time of making the payment of the purchase made to get the points or discounts. Its objective is to both maintain current customers and increase the number of customers attracted by the achievement of prizes or promotions for their consumption - Call the customer after the trip to ask him how the trip and the experience - Something fundamental of the process of post-purchase is that the client feels wrapped and protected in case any problem occurs in his contracted service. - Make promotions for customers who have already used their services. -Special discounts for customer loyalty.

F.2 The student has described opportunities for consumer loyalty. http://www.channelbiz.es/2016/09/09/como-fidelizar-al-turista-3-0/ The action of loyalty is the set of tasks that a company performs to maintain relationships with customers over an extended period of time. The term is closely linked to the conviction that, in order for a client to prolong the relationship with a company, there must be a positive customer feeling towards the company. The success of any business will depend on its competence to properly guide its operations and activities towards its customers. The objective of loyalty actions is to identify those customers who offer greater profitability and establish with them a relationship (create a feeling of gratitude / loyalty) that allows to know their needs, their expectations and maintain a lasting product evolution in the time of agreement with them. The variables to keep in mind when talking about customer loyalty are: Level of contracting our products and services:

Reputational Marketing: Monitoring and managing reputation in social networks and travel valuation systems. Specific loyalty campaigns. Advanced analytical (descriptive, predictive and prescriptive) of the purchases that each client has made or could perform, as well as the production of the services seeking their optimization. Communicate: Get ahead of the contact with your customers. Create a continuous dialogue with them that does not always have a selling intention. Proactive communication will allow you to detect disgruntled clients and list ideas and suggestions for improvement. Think long term: the goal should not focus solely on the profit of a sale, think of the value of each customer depending on how long you will be doing business with us. Plan this relationship. Listen: When a customer files a complaint or complaint, it gives us a second chance to improve our service and get it. Transactional probes: these are small questionnaires that customers complete after the purchase of a product. They are very useful to detect negative comments by the client and, consequently, to react quickly to these; However it must be borne in mind that they have the drawback that they focus on the most recent customer experience.

G.1 The student has analyzed the importance of a TQM system from the point of view of the consumer.

G.2 The student has analyzed the importance of a TQM system from the point of view of the company. A company loses enormous resources when in its management it does not adhere to the excellence in the quality of processes, services and products. The lack of quality is one of the main reasons for many other types of waste, generated by the need to cover or overcome failures in terms of failures and errors. This is why it is so important the satisfaction of the customer. Improving quality implies raising productivity levels and consequently reducing production costs, but also the overall costs of the company, increasing competitiveness for both higher quality and lower costs. The company is thus able to offer high value products (higher quality at lower prices) or to win through premium prices resulting from a high level of quality and design. It is impossible to generate quality out of the company, without first generating quality inside the company. Improving leadership, training, production processes, prevention and evaluation systems, recruitment and management of personnel, security and internal communication are some of the crucial factors for the company to be highly competitive and able to exceed its Opponents. Only by generating internal excellence is it feasible to

position itself in the minds of users as a supplier of products and services with high added value. Because quality responds to an ethics of management and work is that managers choose freely between doing things well (their activities, processes and products or services) or doing them wrong. Doing them well implies as a reward increase sales, reduce costs, improve the quality of life in the company, and make feasible their survival in the medium and long term. Not doing so, choosing to do things wrong or just more or less well means generating problems in terms of consumer or user satisfaction, loss of competitiveness and consequently loss of market share, loss of preference and loyalty of Customers and consumers, and of course serious financial problems. Financial problems are the effect of mismanagement, and this mismanagement is a reflection of the lack of quality in production, services, recruitment and training of personnel, design, and credit management among others.