Comportamiento del Consumidor [Proceso de Decisión de Compra] 🛍️ | Economía 2º Bach 71#

Main ideas and concepts

• Purpose of consumer analysis: Before making any marketing decision, businesses should analyze consumers to understand the circumstances and reasons that influence purchase decisions.
• Consumer purchase decision process: From when a need appears until the purchase happens, the process generally follows 5 main stages.

Method: Consumer purchase decision process (5 stages)

1. Recognition of the need

   • The need arises and the consumer develops the desire to satisfy it.
   • Example: A computer breakdown triggers the decision process to buy a new one.

2. Search for information

   • After identifying the need, the consumer seeks useful information through:
     • Personal experience
     • Internet resources
     • Forums
     • Discussions with friends or experts
   • Example: Visiting stores to compare prices, characteristics, etc.

3. Evaluation of alternatives

   • The consumer compares different options by checking product attributes and whether they fit their preferences.
   • Example: Comparing the gathered information and consulting family, friends, or experts about the alternatives.

4. Decision

   • Based on the evaluation, the consumer chooses the product that best meets their needs.
   • Example: Selecting the computer that the consumer believes is the best match.

5. Post-purchase evaluation

   • After buying, the consumer’s satisfaction or dissatisfaction matters because it affects future decisions.
   • This creates:
     • Brand loyalty if satisfied
     • Rejection / avoidance if dissatisfied
   • The lesson emphasizes that companies shouldn’t “abandon” the customer after the sale.

Speakers / sources featured

• Unspecified instructor / speaker (the narrator teaching the lesson; no name provided).