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El eConsumidor

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Se presenta una introducción de los cambios que ha habido en el comportamiento del consumidor a raíz del uso de medios interactivos. Se presentan errores que hay para entender este cambio y factores para maximizar el éxito en la relación con el mismo.

Published in: Business
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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El eConsumidor

  1. 1. El e-Consumidor - y su comportamiento - Luis Carlos Aceves G.
  2. 2. Del consumidor tradicional al e-consumidor
  3. 3. ¿Qué es el comportamiento del consumidor? <ul><li>Disciplina de las ciencias sociales que pretende modelar y entender el comportamiento de los humanos en un mercado </li></ul>
  4. 4. ¿Qué es el comportamiento del consumidor? <ul><li>Variables “tradicionales”: </li></ul><ul><ul><li>Aspectos geográficos </li></ul></ul><ul><ul><li>Aspectos demográficos </li></ul></ul><ul><ul><li>Aspectos psicográficos </li></ul></ul>
  5. 5. Modelo de comportamiento del consumidor Cultura Subcultura Grupos étnicos Social Referencia directa Referencia indirecta Líderes de opinión Estilos de vida Psicológico Necesidades Impulsos Percepciones Comportamiento aprendido Marca CIM Capacidad de la org. Comportamiento Del Consumidor
  6. 6. ¿Quién es el e-consumidor? <ul><li>Todo aquel que utiliza y aprovecha cualquier bien o servicio en línea </li></ul><ul><li>Se apoya en alguna tecnología de información para obtener el bien o servicio </li></ul><ul><li>Normalmente el último elemento de un ecosistema digital </li></ul>
  7. 7. ¿Quién es el e-consumidor? <ul><li>Desde el punto de vista del negocio: </li></ul><ul><ul><li>No lo podemos ver </li></ul></ul><ul><ul><li>No lo podemos escuchar </li></ul></ul><ul><ul><li>No sabemos cómo es </li></ul></ul>
  8. 8. ¿Quién es el e-consumidor? <ul><li>Desde el punto de vista del negocio: </li></ul><ul><ul><li>No sabemos qué quiere </li></ul></ul><ul><ul><li>No sabemos con exactitud dónde está </li></ul></ul><ul><ul><li>No conocemos sus hábitos de compra </li></ul></ul>
  9. 9. ¿Quién es el e-consumidor? <ul><li>La realidad: </li></ul><ul><li>No analiza, es impulsivo … busca lo que le satisface </li></ul>Fuente: Don’t Make Me Think
  10. 10. ¿Quién es el e-consumidor? <ul><li>La realidad: </li></ul><ul><li>No navega como yo quiero … </li></ul>Fuente: Don’t Make Me Think
  11. 11. ¿Quién es el e-consumidor? <ul><li>La realidad: </li></ul><ul><li>No navega como yo quiero … </li></ul>
  12. 12. ¿Quién es el e-consumidor? <ul><li>La realidad: </li></ul><ul><li>No lee todo…. Se ubica en lo que le interesa y en la forma en que se lo puedo dar </li></ul>Fuente: Don’t Make Me Think
  13. 13. ¿Quién es el e-consumidor? <ul><li>La realidad: </li></ul><ul><li>No piensa cómo deben trabajar las cosas… asume que trabajan </li></ul>Fuente: Don’t Make Me Think
  14. 14. Factores que determinan el comportamiento del e-consumidor
  15. 15. ¿Por qué el e-consumidor es diferente? &quot;In our first year we didn't spend a single dollar on advertising... the best dollars spent are those we use to improve the customer experience.“ - Jeff Bezos, Amazon.com
  16. 16. Modelo de comportamiento del e-consumidor Cultura Subcultura Grupos étnicos Social Referencia directa Referencia indirecta Líderes de opinión Estilos de vida Psicológico Necesidades Impulsos Percepciones Comportamiento aprendido Marca CIM Capacidad de la org. Comportamiento Del Consumidor
  17. 17. Modelo de comportamiento del e-consumidor
  18. 18. Modelo de comportamiento del e-consumidor
  19. 19. Modelo de comportamiento del e-consumidor Cultura Subcultura Grupos étnicos Social Referencia directa Referencia indirecta Líderes de opinión Estilos de vida Psicológico Necesidades Impulsos Percepciones Comportamiento aprendido Marca CIM Capacidad de la org. Comportamiento Del Consumidor
  20. 20. Modelo de comportamiento del e-consumidor
  21. 21. Modelo de comportamiento del e-consumidor
  22. 22. Modelo de comportamiento del e-consumidor Cultura Subcultura Grupos étnicos Social Referencia directa Referencia indirecta Líderes de opinión Estilos de vida Psicológico Necesidades Impulsos Percepciones Comportamiento aprendido Marca CIM Capacidad de la org. Comportamiento Del Consumidor
  23. 23. Modelo de comportamiento del e-consumidor
  24. 24. Modelo de comportamiento del e-consumidor Cultura Subcultura Grupos étnicos Social Referencia directa Referencia indirecta Líderes de opinión Estilos de vida Psicológico Necesidades Impulsos Percepciones Comportamiento aprendido Marca CIM Capacidad de la org. Comportamiento Del Consumidor Sitio web Habilidades consumidor Productos
  25. 25. La marca
  26. 26. <ul><li>Desintermediar </li></ul><ul><ul><li>¿Necesitamos intermediarios? </li></ul></ul>CIM www.itunes.com
  27. 27. <ul><li>La experiencia total: proceso en línea + proceso real </li></ul>Características del sitio www.liverpool.com.mx
  28. 28. <ul><li>Ayudas interactivas y actividades post-venta </li></ul>Características del sitio www.ebay.com
  29. 29. <ul><li>Tengo la información que necesito para decidir </li></ul>Habilidades del consumidor www.consumersearch.com
  30. 30. Producto <ul><ul><li>El ciclo de vida de los productos/servicios virtuales es más corto </li></ul></ul>
  31. 31. <ul><li>La percepción de atributos del producto o servicio </li></ul>Producto iPhone
  32. 32. tipos de e-consumidor
  33. 33. Tipos de e-consumidores <ul><li>En base a la experiencia de compra </li></ul><ul><ul><li>Impulsivos </li></ul></ul><ul><ul><li>Pacientes </li></ul></ul><ul><ul><li>Analíticos </li></ul></ul>
  34. 34. Tipos de e-consumidores <ul><li>Por el tipo de transacciones que realiza </li></ul><ul><ul><li>Individuales: B2C, C2C, C2B, G2C </li></ul></ul><ul><ul><li>Organizacionales: B2B, G2B, G2G </li></ul></ul><ul><li>Por el tipo de mercado </li></ul><ul><ul><li>Mercado generado por personas: C2…. </li></ul></ul><ul><ul><li>Mercado generado por negocios: B2… </li></ul></ul><ul><ul><li>Mercado gubernamental: G2…. </li></ul></ul>
  35. 35. Tipos de consumidores electrónicos <ul><li>Por la forma en que compra (ojo: solo si la persona que compra es el que utiliza) </li></ul><ul><ul><li>Consumidores ahorradores de tiempo </li></ul></ul><ul><ul><li>Shopping avoiders </li></ul></ul><ul><ul><li>Nuevos tecnólogos </li></ul></ul><ul><ul><li>Consumidores click&mortar </li></ul></ul><ul><ul><li>Buscadores de información </li></ul></ul><ul><ul><li>Tradicionales </li></ul></ul><ul><ul><li>Leales a una marca </li></ul></ul><ul><ul><li>Consumidores virtuales </li></ul></ul>
  36. 36. No todos los consumidores quieren moverse al mundo virtual <ul><li>En Estados Unidos de acuerdo a un estudio de Harper Business el 48% de la población tiene una idea negativa respecto a la tecnología </li></ul><ul><li>Hay barreras tecnológicas, sociales, culturales, económicas y legales </li></ul><ul><li>A final de cuentas cada consumidor tiene sus propias ideas y diferencias individuales </li></ul>
  37. 37. errores para llegar al e-consumidor
  38. 38. errores comunes <ul><li>Sitios web o información a la que no se puede acceder </li></ul>
  39. 39. errores comunes <ul><li>Cada consumidor tendrá pretextos para no hacer las cosas en forma electrónica </li></ul>Fuente: Estudio de hábitos de los usuarios en Internet 2005 AMIPCI
  40. 40. errores comunes <ul><li>Productos inexistentes o no disponibles </li></ul>www.ghandi.com.mx
  41. 41. errores comunes <ul><li>No hay servicio/soporte al consumidor </li></ul>www.juliocepeda.com
  42. 42. errores comunes <ul><li>El proceso es confuso / Entro y no funciona </li></ul>www.paypal.com
  43. 43. factores de éxito para llegar al e-consumidor
  44. 44. factores de éxito para llegar al e-consumidor <ul><li>Llegar al consumidor adecuado de la forma adecuada </li></ul>www.hellomagazine.com www.people.com
  45. 45. factores de éxito para llegar al e-consumidor <ul><li>Brindarle al consumidor una experiencia total </li></ul>www.expedia.com
  46. 46. factores de éxito para llegar al e-consumidor <ul><li>Enfocarse en procesos que impacten al consumidor </li></ul>www.dhl.com
  47. 47. factores de éxito para llegar al e-consumidor <ul><li>Proveer una visi ón total de la relación con el consumidor </li></ul>www.banorte.com
  48. 48. factores de éxito para llegar al e-consumidor <ul><li>Permitir al consumidor ayudarse solo </li></ul>
  49. 49. factores de éxito para llegar al e-consumidor <ul><li>Ayudar al consumidor a hacer su trabajo </li></ul>www.autobytel.com
  50. 50. factores de éxito para llegar al e-consumidor <ul><li>Proporcionar un servicio personalizado </li></ul>
  51. 51. factores de éxito para llegar al e-consumidor <ul><li>Crear comunidades </li></ul>www.facebook.com

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