Copia de buyers behaviour (1)

PURCHASE DECISION PROCESS

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How consumers make buying desicion?

On this issue we shall learn how runs the mind of the clients before the buying decision.

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The behaviour of the customer

FNowadays, the philosophy of the marketing runs

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this study of the behaviour because is the source

to fill the gaps that cause the unfulfilled of the purchasers more quickly and efficiently than the key competitors. For that purpose, is mandatory required to identify these unmet needs.

First of all, we need to know what is buyers

Furthemore we can develope a more relevant

behaviour. And that is the set of procedures that

marketing programme; have knowledge about the

a customer developes to make the purchase. In

market trends; adjust our marketing to the market

addition, includes the use of these needs or

changes; guess the way of the market to anticipate

services.

to the costumer needs; we can create new

When we think about the behaviour of the

products or services; offer relevant competitive

tourist consumer, we have to bear in mind

advantages; focus the company strengths to the

cultural, economic, social and personal factors.

Summarizing, we find: environmental factors, buyer´s factors and buyer´s responses factors.

In the environmental factors we find aspects like: Environmental estimuli (demographics, cultural/social, historic, economic, legal, geographic, political, technological and competitive).

Market estimuli (companies, customers, suppliers, publics and intermediaries).

Marketing efforts (product, price, promotion, place, people and publics).

To analize the consumer factors we´ve to consider a variety of elements; these are the nationality, ethnicity, religion, age, gender, life cycle, occupation, economic, lyfestyle, personality, self-concept and psychological characteristics. These last ones are more relevant cause are in the core of the purchase: the mind.

Valdes Peninsula, Argentina

By that we´ll observe the motivation, the

correct aim and so on. Furthermore, all of this

perception, the learning, the beliefs and the

information not is useful to the company alone. The

attitudes of the customer.

intemediaries can develope their work in the

In respect of the buyer´s response, we have the

correct way.

timing, amount and location of the purchase.

Now, we´re going to put the focus in the tourist

Furthermore, the promotion, service, price and

market. Obviously the motivation to buy a cell

product choice. All of these items are the

phone is not the same as travel to Peninsula Valdés

ingredients of the response of the customers.

(Argentina) to enjoy with the whale watching. By

With the analysis of the customer conducts we

that, we´ll analyse the tourist motivations that are

reach valious information that is the crux of the

the reasons why the tourist want to do a travel like

question.

a way to satisfy a latent need. The types of

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correct aim and so on. Furthermore, all of this information not is useful to the company alone. The intemediaries can develope their work in the correct way.

Now, we´re going to put the focus in the tourist market. Obviously the motivation to buy a cell phone is not the same as travel to Peninsula Valdés (Argentina) to enjoy with the whale watching. By that, we´ll analyse the tourist motivations that are

"Human behavior flows from three main sources: desire, emotion, and knowledge", Plato.

the reasons why the tourist want to do a travel like a way to satisfy a latent need. The types of

Needs, for action

come back to haunt, we are feeling cognitive

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arousal that come from external signals which

arousal. At last, we find the environmental trigger the need.

We´ve talked about the motivations but, as we said before, these motivations are caused by unmet needs. The needs, we could say, are the hole that require been filled and we achieve this with the motivations that carry us to feel good when it is full.

The human being has two main needs: innate and acquired. The first ones are located inside our heads and are considered like primary motives. These are the need for food, water, air, clothing, shelter and sex. When we attend to the

The needs have different levels of the hierarchy.

For example, if you be thirsty, you are not going to think about a holidays in the Caribbean islands.So, the aim of the innate needs are to maintain us alive, therefore, a company of food or clothes should have, theoretically, more success like other that sells tri-spinner despite of the one euro cost.

There are sundries theories to explain this hierarchy scale but all speak about the same or so. We can summarize in the following pyramid:

environment or the culture around us, we are speaking about acquired needs. These meet the requirements for self-esteem, prestige, learning, affection or power.

The arousal of motives is rooted in our brain and you can´t start a fire without a spark. We have to know which kind of spark need each client.

When we are hungry or freezing we are meeting with physiological arousal. If we are daydreaming (with a travel to Bora-Bora maybe) and thinking all the time in ourself in a better way we are talking about emotional arousal.

Instead,when a personal achievement or eventful thinkings bring us memories that

"A champion needs a motivation above and beyond winning", Pat Riley (former NBA coach & player).

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