Funciones comerciales - UDLA en Línea

Introduction to Consumer Behavior in Agribusiness

Economic and Psychological Influences

• The study of consumer behavior is rooted in economic analysis, focusing on limited resources versus unlimited needs and various offerings to meet those needs.

• Internal variables and environmental factors influence consumer behavior, exemplified by Pavlov's behavioral theory.

Motivational Factors

• Motivation drives consumer behavior, referencing Maslow's hierarchy of needs and psychoanalytic theories that consider external stimuli and sociocultural factors.

Macro Environment Analysis

Social and Cultural Considerations

• Understanding the macro environment includes political, economic, social analyses; cultural factors are crucial for market entry strategies (e.g., restrictions on pork consumption in Israel).

• Companies like Mitsubishi in Japan have successfully influenced milk consumption through effective distribution channels and pricing strategies.

Relationship Dynamics

• The intensity of relationships varies between primary (family) and secondary groups; formal relationships often yield better safety standards in food production.

Family Influence on Purchasing Decisions

Changing Roles within Families

• Traditional roles in purchasing decisions have evolved; multiple family dynamics now influence who initiates purchases.

Retail Impact

• Major retail players like Corporación La Favorita and Corporación El Rosado shape buying behaviors significantly alongside other retailers such as Santamaría.

Internal Factors Affecting Consumer Behavior

Key Internal Influences

• Internal factors include motivation, perception, learning processes, attitudes, status orientation, and action principles affecting consumer choices.

Learning Theories Application

• Various learning theories (constructivist, observational, cognitive), including classical conditioning examples like shelf management techniques.

Market Segmentation Strategies

Geographic Segmentation

• Geographic segmentation divides markets into units based on location (nations to municipalities), impacting product targeting strategies.

Demographic Segmentation

• Demographic factors such as age, income level, education affect how products are tailored for different segments (children vs. seniors).

Effective Market Targeting

Requirements for Successful Segmentation

• Effective segmentation requires measurable size/purchasing power profiles; accessibility ensures efficient service delivery to market segments.

Profitability Considerations

• High-consumption segments should be targeted for profitability; a homogeneous group allows for tailored product development.

Conclusion: Agroindustrial Projections

Designing Effective Programs

• Programs must be designed to attract responsive segments capable of sustaining agro-industrial growth.