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Unit 2. The customer as consumer image - Coggle Diagram

- - - - Felt need
        
        It is when the consumer feels the need to obtain a good (presumably) in order to satisfy his need that he feels at the moment or in order to reduce his need.
      - Need before purchase
        
        It is when the consumer before buying the product makes surveys, or asks other people who have already used the product, if the product has quality, if it is good, if they would buy it again, and compares it with other products that have used it, in order to be convinced and sure of the product you are going to choose.
      - Purchase decision
        
        It is when we are going to decide on the product if we are going to carry it taking into account variables such as:
        
        Price
        
        Unit price
        
        Brand
        
        Quality
        
        Quantity
        
        Store (if reputable)
        
        Salesperson
- - - - Consumer behavior is influenced by a series of variables that are distributed in two main groups:
        
        External variables, which come from the economic, technological, cultural, environmental, social class, social groups, family and personal influences.
        
        Internal variables, which are mainly of a psychological nature, and could be motivation, perception, experience, personal characteristics and attitudes.
  - - - The primary psychological influences on consumer behavior are:
        
        The process of selecting, organizing, and interpreting information inputs to generate meaning. Inputs are sensations received through sight, taste, hearing, smell, and touch.
        
        Motives: A motive is an internal energizing force that directs a person's activities toward satisfying needs or achieving goals. Motives that influence the determination of where a person regularly buys his or her products are called patronage motives.
        
        Learning refers to the change in a person's behavior, caused by information and experience.
        
        An attitude is the evaluation, feelings and behavioral tendencies towards an object or idea on the part of an individual.
        
        Personality and Self-Concept: Personality is a set of internal traits and marked behavioral tendencies that result in consistent patterns of behavior in certain situations. A person's Self-Concept (sometimes called self-image) is closely linked to personality.
  - - - These forces are grouped into four main areas:
        
        Role and influence of the family: Roles influence both general and purchase behavior. Family influence: have a direct impact on the consumer's purchase decision process.
        
        Reference groups and opinion leaders: An opinion leader is a member of a reference group who provides information about a specific area of interest to the participants of the reference group.
        
        Social Class: Social class influences people's spending, saving and credit practices and to some degree determines the type, quality and quantity of products a person buys and uses.
        
        Culture and subculture: Culture is the accumulation of values, knowledge, beliefs, customs, objects, and concepts that a society uses to cope with its environment and that is passed on to future generations. It influences purchasing behavior because it infiltrates our daily lives.