Analytical model of the basis of consumer decision on purchase of goods

Aleksey A. Nikitin

Resumen

In daily life, an average consumer has many different alternatives when choosing a product at the customer buying process. Whether it is a choice of a product line from the shelves of supermarkets, a selection of an automobile from a car dealer or buying of an apartment of the desired plan in the required area. In turn, the companies selling goods have to more and more “attack” consumers to the end that the choice of a buyer turns precisely to their goods. Various advertising and PR campaigns are in progress, marketing approaches are put to use. However, it does not have the result the companies want to achieve. In the modern world, the consumer is already taught how to resist the many tricks of marketers. In this regard, other factors of influence on the choice of the consumer start to come to the fore. One of these factors is the study of a deeper analytical understanding of the basis on which and how the buyer decides on the product / brand choice. The article concerns a modern analytical model that makes it possible to understand what systems inside the human consciousness are responsible for making a purchasing decision, and with the help of which one can influence this choice when conducting marketing talks.

Palabras clave

marketing, buyer decision process, autopilot, pilot, framing effect, marketing radar, neuroeconomics

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Referencias

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