antecedentes del comportamiento del consumidor y definición del mismo.

1. Consumer Behavior and
Consumer Research
Class 1

2. What is consumer behavior?
• Antecedents: Buyer Behavior (the study of how consumers decide to buy
products).
• Contemporary definition: Consumer behavior entails all consumer activities
associated with the purchase, use and disposal of goods and services including
the consumer’s emotional, mental and behavioral responses that precede, determine,
or follow these activities.

3. What is consumer behavior?
Consumer
Behavior
Consumer
Responses
Consumer
Activities

4. What is a consumer?
• Individual or Organizational consumers.
• Individual consumer: Purchase goods and services to satisfy their own
personal needs and wants or to satisfy the need and wants of others.
• Organizational consumers: Purchase goods and services in order to
• Produce other goods or services.
• Resell them to other organizations or to individual consumers.
• Help manage and run their organization.

5. Consumer Activities
• Consumer’s responses to stimuli may differ depending on whether they are
purchasing, using, or disposing of a single product or service.
• Purchase activities are those through which consumers acquire goods and
services.
• Use activities describe where, when and how consumption takes place.
• Disposal activities are the ways consumers get rid of products and/or
packaging after consumption.

6. Activity 1
• Based on the definition of consumer behavior, identify some of the
consumer behavior-related activities you have engaged today.

7. Consumer Responses
• Emotional responses reflect a consumer’s emotions, feelings and moods.
• Mental responses include a consumer’s thought processes, opinions, beliefs,
attitudes and intentions about products and services.
• Behavioral responses include a consumer’s overt decisions and actions
during purchase, use and disposal activities.
Las respuestas emocionales reflejan las emociones, sentimientos y estados de ánimo del consumidor.
Las respuestas mentales incluyen los procesos de pensamiento, opiniones, creencias, actitudes e intenciones del consumidor sobre productos y servicios.
Las respuestas de comportamiento incluyen las decisiones y acciones abiertas del consumidor durante las actividades de compra, uso y eliminación.

8. Why study consumer behavior?
• To Improve Business Performance.
• To predict what motivates people to buy and then to deliver products that respond to those
motivations.
Para predecir qué motiva a las personas a comprar y luego entregar productos que respondan a esas motivaciones.
• To Influence Public Policy.
• To understand the public needs and wants in order to protect them from unfair, unethical, or dangerous business practices.
• To Educate and Help Consumers Make Better Decisions.
Educar y ayudar a los consumidores a tomar mejores decisiones.
• Educate consumers or help them to act responsibly. Educar a los consumidores o ayudarlos a actuar de manera responsable
• Aid in the cessation of negative behaviors. Ayuda en la sesacion de los comportamientos negativos
Para mejorar el rendimiento empresarial.
Influir en la política pública.
Comprender las necesidades y deseos del público para protegerlos de prácticas comerciales injustas, poco éticas o peligrosas

9. Activity 2
• Identify and explain one example of public policy makers using the results
of consumer research.
Identifique y explique un ejemplo de políticas públicas que utilizan los resultados de la investigación del consumidor.

10. Consumer behavior as a field study
• The study of consumer behavior emerged in the late 1940’s.
• Shift from a selling orientation to a market orientation.
• Customer perceived value: Consumer’s overall assessment of the utility of
a product based on perceptions of what is received and what is given
(Zeithaml, 1988).
• Consumer delight: To exceed expectations of consumers in unanticipated
ways.
• Generating value and delight for consumers is essential for long-term
success.
El estudio del comportamiento del consumidor surgió a fines de la década de 1940.
Pasar de una orientación de venta a una orientación de mercado.
Valor percibido por el cliente: evaluación general del consumidor de la utilidad de un producto basada en las percepciones de lo que se recibe y lo que se da (Zeithaml, 1988).
Delicia del consumidor: superar las expectativas de los consumidores de manera imprevista.
Generar valor y deleite para los consumidores es esencial para el éxito a largo plazo.

11. Consumer behavior as a field study
• Behavioral Science Perspective perspectiva de la ciencia del comportamiento
• Application of the scientific method (mainly quantitative).
• Consumer as a rational person.
• Interpretivism
• Use of qualitative methods. Uso de metodos cualitativos
• Consumer as a non-rational person whose perception of reality is highly subjective.
Aplicación del método científico (principalmente cuantitativo).
El consumidor como persona racional.
Interpretivismo
Consumidor como persona no racional cuya percepción de la realidad es altamente subjetiva.