Consumer Behavior

Consumer Behavior

1. What, how, where, why to satisfy needs and wants

   • Buying process
     • what do I need?
       • is it necessary?
       • do I only want it because I saw others with it?
     • look it up
       • Internet, radio, friends, TV or self
     • what else? more options?
       • quality, size, price, shipping, etc.
     • buy it
       • where, when how
     • worth it?
       • satisfied? WOM, loyalty
   • Buying behavior process
     • high involvement
       • extensive evaluations, high cost, consequences, options
     • low involvement
       • ordinary products, little evaluation, less criteria, less cost
   • Online: trust, intuition, aesthetics

2. Cultural aspects of int. trade

   • Traditions
     • symbolism, preferences, colors
   • Languages
     • marketing, possible barriers, intel, meaning changes
   • Education
     • influence on skills of workers and economic status
   • Religion
     • food & beverage restrictions, clothes, activities
   • Ethics & values
   • Social org.
     • family structure, social classes, racial diversity
   • Technology
     • access to internet and resources like water
   • Terms of negotiation
     • length of relationship
   • Preferred contact method
     • indirect or direct
   • Tone
     • informal or formal
   • Attitude
     • win-win vs win-lose
   • Cultural differences
     • economic: time vs money
     • climate: packaging, product life, storage
     • resource vs. need: preservation or need satisfaction
     • modern vs traditional: self vs community/society

3. Legality

   • Protection of buyers, companies, products, workers, environment
     • Mexico: Ley aduanera/comercio exterior/impuestos grales. de importación y exportación
   • Illegal practices
     • difamation: salesperson lies to customers about other products/companies/salespeople
     • reciprocity: accord between 2 firms to buy products from each other
     • tying agreement: one product must be bought to get another
     • conspiracy: accord between competitors prior to contact with customer
     • collusion: customer is making a purchase decision and competitors are together
     • resale price maintenance: product cannot be resold due to minimum prices
     • price discrimination: special treatment for some customers and not all (discounts/prices)
   • Consumer protection
     • privacy: certain data can be gathered, specifications about its usage and handling
     • do-not-call registry: limit the calls that can be made
     • SPAM: reduction of emails and messages

4. Communication process: A message is sent through a channel and it's received and interpreted by someone else.

   • sender: sends message
   • encoding: translation of message
   • message: verbal or non-verbal, codes, symbols, body language
   • channel: where the message is sent
   • receiver
   • decoding: interpretation
   • feedback: response form receiver to sender
   • How to communicate as a salesperson?
     • short words and simple messages
     • no foul/slang language
     • moderate tone and volume
     • great diction, articulation
     • create stories, analogies, graphic representations
     • listen 80%, talk 20%
     • read body language: sudden blushing, intense and prolonged eye contact, correct handshake
     • clear message and callback if you send voicemail,
     • via text or email no emojis, correct grammar, short messages and quick answers
     • decide what to say before phone call
     • social media: links and articles, quick responses, link other social media profiles, respect the community guidelines

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