Investigacion De Mercados Essay

1864 words - 7 pages

¿Por que consumimos?Capítulos II y III (Resumen)Revelaciones del subconscienteEn este capitulo, el autor comienza mencionando, que no es posible sustituir el test directo, por muy variados que sean los resultados de una campaña, al utilizar este test, definitivamente nos acerca a los resultados que queremos obtener para el desplazamiento de nuestro producto, y para lograr mejores resultados, necesitamos también aportar ideas creativas al mismo. Con el test en directo, puede que al ser monitoreado, nos demos cuenta que funciona, tal vez no por el motivo que fue previsto, sino por alguna otro motivo, que en un principio no se había tomado en cuenta. Tal es el caso que hace mención, a cerca de que puede ser que al cliente le llame mas la atención estar buscando un artículo en un estante en donde esta todo totalmente revuelto que si lo tuvieran ampliamente ordenado. El autor nos da dos ejemplos de colocación de productos en el supermercado; al evaluar un producto (refrescos), que no habían sido colocados en el estante indicado, se percató de que llamaban mas la atención al consumidor en el lugar en el que se encontraban (en el suelo), que si los hubieran colocado en el estante. Otro ejemplo fue a cerca de un vendedor de componentes informáticos, al llegar tarde a su tienda, no le dio tiempo de colocar en sus respectivos lugares la mercancía que le había llegado, por lo que decide ponerla a la venta en un espacio en donde estaría todo mezclado. La sorpresa fue que la gente se volvió loca y pago hasta en un 2.5% más de lo que normalmente se hubiera cobrado.Buscar la manera de probar en directo los productos, los servicios, y los mensajes del marketing es la única forma viable de evaluar la respuesta del consumidor. Por medio de la observación cuidadosa de lo que hacen los consumidores como respuesta a la prueba y, cuando sea pertinente compararla, será más seguro obtener datos verdaderos, de esta manera las empresas podrán enfocar de mejor manera el desarrollo de iniciativas, basándose en los resultados que arroje la observación de la conducta de los consumidores. Al utilizar las empresas el enfoque del test en directo, estas pueden comenzar a aprender la capacidad de innovación que contribuye al éxito comercial de los empresarios.El test en directo, requiere que la gente tome decisiones reales que tengan consecuencias reales y medibles.En este capítulo el autor menciona la frase "mas vale malo por conocido", refiriéndose a que hay ocasiones en las que el consumidor elige comprar un articulo tan solo por la marca , ya no se adentra a investigar un poco mas a cerca de sus componentes o alguna otra especificación, simplemente lo hacen por que la marca ya la han adquirido anteriormente y piensan que el riesgo es menor que adquirir un producto de una...

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