Mercadotecnia - Unidad 2 - Comportamiento del Consumidor

90

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9&: Keacme ac gefasgqj acm gefwsklaey Ac`lflgl÷f acm gek~eyqjklcfqe acm gefwsklaey Wc ac`lfc jm gek~eyqjklcfqe acm gefwsklaey geke mew jgqew~yegcwew | ycmjglefcw wegljmcw wewqcflaew ~ey lfalplasew- oys~ew | eyojflrjglefcw ~jyj mj eiqcfgl÷f- swe | cx~cylcfglj gefwcgscfqc gef ~yeasgqew- wcyplglew | eqyew ycgsywew& 9?

^jyj Mjki cm gek~eyqjklcfqe acm gefwsklaey- ”wef mew ~yegcwew zsc sf gefwsklaey sqlmlrj ~jyj qekjy acglwlefcw ac gek~yj- jwë geke ~jyj swjy | alw~efcy ac mew ilcfcw e wcyplglew jazslylaew4 qjkilìf lfgms|c `jgqeycw zsc lf`ms|cf cf mjw acglwlefcw ac gek~yj | swe acm ~yeasgqe‛ (Mjki- Hjly- Kg

Ajflcm- 9>>0,& Mew jgqew- ~yegcwew | ycmjglefcw wegljmcw j mew zsc wc hjf hcghe yc`cycfglj jfqcyleykcfqc lfgms|cf alpcywjw jgqlplajacw acm gefwsklaey4 cm gefeglklcfqe ac sfj fcgcwlaja- mjw gek~yjw ~ey gek~jyjgl÷f cfqyc qlcfajw- cm wlk~mc yjrefjklcfqe ac mj lf`eykjgl÷f gef zsc wc gscfqj gefgcyflcfqc j mew icfc`lglew | ylcwoew acm ~yeasgqe acwcjae- | iswgjy ac sf jkloe jgcygj ac sf fscpe ~yeasgqe& Mj gek~yj lfgms|c cx~cylcfgljw qjmcw geke mj cwqlksmjgl÷f `ëwlgj | kcfqjm- mew gjkilew cf cm ilcfcwqjy  wegljm- wsily ac cwqjqsw | ~eacy- cqg& Mj ac`lflgl÷f acm gek~eyqjklcfqe acm gefwsklaey gefasgc j qycw oys~ew ac `cf÷kcfew ycmjglefjaew2   

Jgqlplajacw2 jgqew- ~yegcwew | ycmjglefcw wegljmcw& ^cywefjw2 lfalplasew- oys~ew | eyojflrjglefcw& Cx~cylcfgljw 2 eiqcfgl÷f- swe | gefwcgscfglj&

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Mjw eyojflrjglefcw qekjf acglwlefcw ~ey kcale ac sf oys~e gsjfae wc qyjqj ac oyjfacw c lk~eyqjfqcw gek~yjw 4 ~ey cbck~me- mj gek~yj ac sfj

gek~sqjaeyj e sfj ~lcrj kj|ey ac czsl~e ac ~yeasggl÷f4 qjkilìf mew lfalplasew j kcfsae qekjf acglwlefcw acglwlefcw cf oys~e (qeaj mj `jklmlj,- gsjfae wc w c qyjqj ac sfj gek~yj oyjfac4 ~ey cbck~me- mj gek~yj ac sf jsqe e ac sfj gjwj& Cm gylqcyle cw zsc jkiew gefwsklaeycw ijwjf ws acglwl÷f cw wlklmjy2 mew aew qekjf cf gscfqj jw~cgqew geke cm ~ycgle sflqjyle- cm ycfalklcfqe- mj asyjgl÷f | eqyew- ~cye cf cm ~ylkcye cxlwqcf kêw `jgqeycw zsc acmlklqjf mj gek~yj- cw acgly  cxlwqc sfj kj|ey ~mjfcjgl÷f cf mjw acglwlefcw& Mew ~yeimckjw acm gefwsklaey ck~lcrjf gsjfae lfqcfqj acwjyyemmjy- kjfqcfcy e gjkiljy ws cwqlme ac plaj4 cxlwqcf wlqsjglefcw asyjfqc qeaj mj cxlwqcfglj ac sf lfalplase zsc qyjfw`eykjf alghe cwqlme- geke wef2 cm gjkile ac ycwlacfglj e ac qyjijbe- cf`cykcajacw- cqg& Cw ks| lk~eyqjfqc cfqcfacy cm cwqlme ac plaj acm gefwsklaey- cw acgly- g÷ke plpc- zsì ~yeasgqew gek~yj- g÷ke sqlmlrj mj `eykj geke cm lfalplase wc pc wë klwkewsw ckeglefcw ~cygc~glefcw | acwcew geke ycwsmqjae ac `jgqeycw cxqcyfew zsc j`cgqjf alycgqjkcfqc wsw acglwlefcw&

Keacmew acm gek~eyqjklcfqe acm gefwsklaey

 Jfqcw ac ~ycwcfqjy mew keacmew acm gek~eyqjklcfqe gek~eyqjklcfqe acm gefwsklaey  gefwsklaey  ac`lflyckew zsc cw sf keacme | acqjmmjyckew wsw `sfglefcw&

Ac`lflgl÷f ac keacme

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Sf keacme acic wcy2    

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98

@sfglefcw ac mew keacmew

Sf keacme cw mj yc~ycwcfqjgl÷f ac jmoe (cf fscwqye gjwe sf ~yegcwe,& SwsjmkcfqcSwsjmkcfqc- sf keacme sfc pjylew gek~efcfqcw ac qjm kjfcyj zsc aj msojy  j sf qeae `lfjm zsc yc~ycwcfqj jmoe& Mew keacmew ac gefasgqj acm gefwsklaey- jm losjm zsc cwew ~czscúew jcye~mjfew zsc gefwqys|cf mew flúew wef qjkilìf keacmew& Gjaj sfe yc~ycwcfqj- cf sfj `eykj wlk~mc- jmoe kêw& Cm jpl÷f cw sf keacme ac mj kêzslfj- zsc cw kêw oyjfac | kêw gek~mlgjaj& Cm keacme ac gefasgqj acm gefwsklaey yc~ycwcfqj mew ~yegcwew ac mj klwkj& ^ey me ocfcyjm- mj gefasgqj zsc hj wlae kemacjaj cw cm ~yegcwe ac qekj ac acglwlefcw& Sf keacme few algc jmoe jgcygj ac mjw ~ye~lcajacw e jgqlplajacw acm `cf÷kcfe ac gefasgqj acm gefwsklaey4 cw sf cwzscmcqe- sf cwzsckj- sfj yc~ycwcfqjgl÷f- me zsc wc hj gycëae zsc egsyyc gsjfae mew gefwsklaeycw qekjf acglwlefcw jgcygj ac mjw gek~yjw& Cxlwqcf ksghjw gmjwcw ac keacmew swjaew cf mj gefasgqj acm gefwsklaey& Mew keacmew zsc wc kcfglefjyêf jacmjfqc wef jzscmmew mmjkjaew cxhjswqlpew e- cf eqyjw ~jmjiyjw- jzscmmew zsc qyjqjf ac acwgsiylymj cf ws qeqjmlaja& Cwqew keacmew qyjqjf ac lfgmsly e gek~ycfacy qeae mew cmckcfqew zsc wef ycmcpjfqcw cf mj gefasgqj ac mj ocfqc zsc gefwskc& Mew keacmew zsc wc cwqsaljf j gefqlfsjgl÷f cwqêf ycmjglefjaew gef cm cmckcfqe zsc lf`ms|cf cf cm ~yegcwe ac acglwl÷f acm gefwsklaey | gef mj kjfcyj ac e~cyjy ac cwqjw lf`mscfgljw&

9&9 Gjyjgqcyëwqlgjw zsc j`cgqjf mj gefasgqj acm gefwsklaey

Cm gek~eyqjklcfqe acm gefwsklaey | mj gefasgqj hskjfj wef- cf ocfcyjm gjk~ew ac cwqsale- |j zsc cf cm gefwsklaey ac ilcfcw cgef÷klgew wc aj gjwl qeaj jgqlplaja cf mj gsjm mew hskjfew ~jyqlgl~jf& Cm cwqsale wlwqckêqlge acm gefwsklaey hj wlae lfqcyalwgl~mlfjyle acwac ws lflgle& Ac hcghe- jmosfew ac mew ~ylkcyew cwqsalew ac mj kcygjaeqcgflj weiyc mjw alkcfwlefcw ac mj gefasgqj ac mew gefwsklaeycw wc ycmjglefjf gef alwgl~mlfjw geke mj ~wlgemeoëj | weglemeoëj& 9&9&: Jw~cgqew Ackeoyê`lgew Jw~cgqew ackeoyê`lgew

Mew jw~cgqew ackeoyê`lgew lf`ms|cf cf cm cwqlme ac plaj- ~jyqlgsmjykcfqc cf me ycmjglefjae j lfoycwe- caja- wlqsjgl÷f oceoyê`lgj4 cw lk~eyqjfqc zsc mew cx~cyqew cf kcygjaeqcgflj jfjmlgcf gjaj oys~e ~jyj acqcyklfjy ws gek~eyqjklcfqe cw~cgë`lge | ac cwqj `eykj eylcfqjy qeajw wsw cwqyjqcoljw ~jyj cwqlksmjy mj pcfqj ac mew ~yeasgqew&

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9<

Cwqyjqew wegljmcw e flpcmcw weglecgef÷klgew

Mew cwqyjqew wegljmcw e flpcmcw weglecgef÷klgew wef alplwlefcw ycmjqlpjkcfqc ~cykjfcfqcw | hekeoìfcjw acfqye ac sfj weglcaja cf mj zsc mew lfalplasew gek~jyqcf cwqlmew ac plaj | gefasgqjw wlklmjycw& wlklmjyc w& Cm cwqyjqe wegljm fe cwqê acqcyklfjae cxgmswlpjkcfqc ~ey cm lfoycwe- jsfzsc cw sf `jgqey lk~eyqjfqc- ~jyj acqcyklfjyme cxlwqcf eqyew pjmeycw lk~eyqjfqcw2 casgjgl÷f- ~ye`cwl÷f- msojy ac ycwlacfglj- oys~e wegljm- jklwqjacw- `eykjw ac cfqycqcflklcfqe- cfqyc eqyew& 7>

Cwqysgqsyj wegljm

Mjw gmjwcw wegljmcw flpcmcw weglecgef÷klgew cwqêf ac`lflaew ac`lflaew geke ijwc cf mjw gjyjgqcyëwqlgjw acm heojy jm zsc ~cyqcfcgcf qeaew wsw lfqcoyjfqcw- ~jyj zsc qeaew qcfojf cm klwke flpcm weglecgef÷klge4 jgqsjmkcfqc mew cwqsalew zsc hjf ycjmlrjae alpcywjw jwegljglefcw | jocfgljw ac lfpcwqlojgl÷f ac kcygjaew hjf ~ye~eyglefjae kjygew ac yc`cycfglj cw~cgë`lgjkcfqc ac heojycw syijfew ac mjw ~ylfgl~jmcw glsajacw& Mew `jgqeycw zsc wc qekjf cf gscfqj ~jyj qcyklfjy mew flpcmcw weglecgef÷klgew wef qycw2 :& Gjyjgqcyëwqlgjw Gjyjgqcyëwqlg jw ac mj plplcfaj 9& ^ewcwl÷f ac ilcfcw asyjimcw 7& Jw~cgqew wegljimcw& Cwqew `jgqeycw wef ~yeasgqe ac sf wcylc ac gylqcylew `êglmkcfqc kcalimcweibcqlpew- | zsc ~cyklqcf qcfcy sfj cwgjmj ilcf ac`lflaj ~jyj kcaly e cwqyjql`lgjy mew heojycw& Mew gylqcylew zsc wc qekjf cf gscfqj wef2         

Òmqlke júe ac cwqsalew acm bc`c ac `jklmlj& Flpcm ac kjfae acm bc`c ac `jklmlj Fòkcye ac `egew cf mj plplcfaj Fòkcye ac hjilqjglefcw wlf lfgmsly ijúew Fòkcye ac ijúew gef ycojacyj acfqye ac mj plplcfaj Fòkcye ac wlyplcfqcw& ^ewcwl÷f ac jm kcfew sfj jw~lyjaeyj ^ewcwl÷f ac jm kcfew ac sf qewqjaey ac ~jf ^ewcwl÷f ac gjmcfqjaey ac josj e ielmcy& 9&9&9 ^cygc~gl÷f

Wef jzscmmjw jgqlplajacw j qyjpìw ac mjw gsjmcw sf lfalplase jazslcyc | jwlofj wlofl`lgjae j mew cwqëksmew- cm cwqëksme j~jycgc acfqye acm gjk~e ac sfe ac fscwqyew ycgc~qeycw wcfweyljmcw | cwqc cwqëksme ocfcyj ocfcyj sfj jggl÷f& Mj kcygjaeqcgflj yczslcyc ~ye~lgljy cwqew cwqëksmew ~jyj cm lfalplase jazslcyj sf ~yeasgqe&  UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU Lfwqlqsqe Qcgfem÷olge Ws~cyley ac Qmjqmjszslqc~cg m KCYGJAEQCGFLJ KCYGJAEQCGFLJ

Cm ~ylkcy ~jwe ac mj ~cygc~gl÷f cw iswgjy mj jqcfgl÷f hjglj fscwqye eibcqlpe~scac wcy sf jfsfgle ~simlglqjyle- sf cfpjwc- cm ~ycgle jqyjgqlpe- mew gemeycw ac sfj cqlzscqj- kjygj- cqg&4 qeaew cwqew cmckcfqew acicf wcy jqyjgqlpew ~jyj zsc cm gefwsklaey `lbc ws jqcfgl÷f cf cmmew | mew ~cyglij- mew cwqëksmew wef ~cyglilaew ~ey  gjaj lfalplase cf `eykj al`cycfqc ac jgscyae j mew `jgqeycw cxqcyfew cx~scwqe cf mew qckjw jfqcyleycw& Mew cwqëksmew wc wc lfqcy~ycqjf jwlofêfaewcmcw sf wlofl`lgjae ac jgscyae j mjw fcgcwlajacw ~jyqlgsmjycw ac mew lfalplasew& 9&9&7 Keqlpjgl÷f Keqlpjgl÷f | fcgcwlajacw acm gefwsklaey

7:

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fcgcwlajacw | alylolae hjglj mj eiqcfgl÷f ac sf `lf&

Ac jgscyae gef mj ac`lflgl÷f jfqcyley- wc ~scac acasgly zsc mj keqlpjgl÷f cw sf gek~eyqjklcfqe e jgqlqsa acm gefwsklaey ~jyj gefwcosly |j wcj sf ilcf e sf wcyplgle& Cwqê mjqcfqc mjqcfqc | alyloc mj gefasgqj gefasgqj hjglj sf `lf cw~cgë`lge& Sfj gmjwl`lgjgl÷f gmjwl`lgjgl÷f ac mj keqlpjgl÷f hskjfj zsc hj|j wlae jgc~qjaj- cf ocfcyjm- fe hj mmcojae j cwqjimcgcywc acilae j zsc wc gefegc ~ege jgcygj ac mjw `scyrjw keqlpjglefjmcw hskjfjw | ws cx~ycwl÷f acfqye ac mj cx~cylcfglj& Wlf ckijyoe cxlwqcf cxlw qcf ~sfqew ac plwqjw czsl~jyjimcw weiyc mew keqlpew hskjfew zsc ~cyklqcf jmgjfrjy sfj gek~ycwl÷f kêw gcygjfj acm ~ey zsì ac mj `eykj ac jgqsjy acm lfalplase&

9&9&1 Ckegl÷f

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Wcfqlklcfqe geke cm gek~efcfqc wsibcqlpe e geoflqlpe ac mjw ckeglefcw- cw

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