Marketing Models

Marketing Models

Role Models
There are many role models or consumer behavior, these models lead to a
more complete understanding of consumers and help in drafting an instrument model ,
to facilitate consumer understanding . Here are the models that attempt to discover the cited
conduct in its entirety.

economic Models
They argue that human beings act primarily by economic motives , carefully calculated
the results to be expected from each projected action and tries to maximize its utility .

Learning Models
They conclude that much of the learning is a process of partnerships and
reactions are conditioned by the association. If a consumer experience has been positive, its
influence will be like in a proximate occasion of consumption and purchase of the product or service.

Social psychological model
First consider the human being as a social animal adapted to the general rules and forms of their
culture, the specific patterns of subcultures and groups that are subject to life. their
desires and behavior are formed largely by their current affiliations to groups and influence
they received .

psychoanalytic model
The most important consequence is that the same buyers are influenced with elements
economic and physical products , for symbolic aspects thereof. Consumer behavior
motivations answered that he sometimes can not identify . Freud starts these approaches and to
ideas from new directions emerge: Adler proposes that the desire for superiority is the motivation
Basic individual , Fromm identifies the need not to be alone as a relevant argument , finding
Love and affection , and K. Horney human concern lies in the desire or need to emparejar.2
Fundamentals of Marketing

Contemporary model of O'Shaughnessy
The basis of this theory are:
• The media, such as advertising, plays a very important role as consumers
are not always aware of their wants or needs , but rather they are left out pulse , where
a stimulus will remind you that marketing has a need and seek their satisfaction acquiring a
product . In many cases not " have needs " until a marketing tool we
remember it, this being the right time to make the exchange .
• Sometimes you can want something that is not needed . For example , people
usually drinks with alcohol or an order of a newer model . Furthermore, it may need
something that is not desired. For example , do the processing of the license and pay for it, or pay the
possession of your car, but do not want to need it.
• In many cases, consumers are willing to lower their expectations , as the
products regularly do not have to exactly cover all consumer needs to be
acquired .
• For consumers, the main goal in life is to be happy .