UNIVERSIDAD TECNOLOGICA DE

ZINACANTEPEC

CASE STUDY

NOMBRE DE EL ALUMNO: CARLOS ALFREDO

NOMBRE DEL DOCENTE: MARIA DE JESUS RO

DN4B

PERIODO ESCOLAR: ENERO-ABRIL

 Index

Introduction.......................................................................................................1
Decision-making process and product purchasing......................................2
Consumer Motivation........................................................................................3
Consumer Personality......................................................................................4
Elements of consumer perception and learning............................................4
Consumer attitudes during the purchase process........................................5
Coclusions..........................................................................................................5
Photographic Annex..........................................................................................6
References..........................................................................................................7
 Introduction

In this case we will talk about the decision making and purchase of products in a local
market, we understand that the decision-making process of a consumer can have 5
fundamental steps:
1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase evaluation
We will also address consumer motivations, it is well known that emotions drive people to
buy what they want, when they want it. And if you find out what drives them, your
business can improve in many areas: including marketing, sales, customer service and
more.
And in the end, we'll know that buyer attitudes during the buying process have implications
for all industries. They drive us to deepen the knowledge we have about consumer
behavior, to understand customers and tune in to their needs, wants and expectations.

1
 Decision-making process and product purchasing.

 Recognition of the problem:

At the beginning of the process, the consumer does not know (or does not know very well)
that he has a problem or a need.
What we observe is that some buyers do not know what they want, what we know is that as
it is a commodity market it is easier to detect what they are looking for or what they focus
on, some buyers look for a price-quality in each product, others look for their trusted seller,
and so the list can be extensive.
 Information search:
When researching their options, consumers again rely on internal and external factors, as
well as past interactions with a product or brand, both positive and negative.
Here you can detect if the consumer has already bought before in the market as some return
and others prefer to look for other options, because either the product was not what they
expected or the deal was not what they wanted, another factor that influences is the price
because sometimes it is not what they are looking for or what they expect.
 Evaluation of alternatives:
At this point in the decision-making process, prospective buyers have developed criteria for
what they want from a product. They now evaluate their possible choices against
comparable alternatives.
At this point we saw that some consumers compared prices among the same stores to find
out which one was more convenient for them in terms of price, some shoppers more based
on product quality.
 Purchase decision:
This is the moment the consumer has been waiting for: the purchase. Once he has gathered
all the data, including feedback from previous customers, the consumer must come to a
logical conclusion about the product or service he wants to buy.
Here we observe how the consumer made his purchase and after having done all the
previous steps, is more determined to make the purchase, here can influence many factors
such as: price, quality, treatment, or even the same way of selling the product.

2
  Post-purchase evaluation:
This part of the consumer's decision-making process involves reflection by both the
consumer and the seller.
Here we deduce that the buyer feels satisfied with his purchase and the seller for having
made the sale, both parties should reflect on the whole process they went through to reach
the goal.
Some sellers know if customers can return or not, also buyers know the treatment they
received and if they would buy there again.

Consumer Motivation

The main motivations that we could observe in the consumer are the following:
Price.
incentives.
Loyalty programs.
Decrease in perceived risk.
Communication strategies.
Most people are guided more by price since it is one of the factors that weighs the most,
after the incentives there were some places that gave you an extra for your purchase, or
some lowered the price, loyalty programs are the deal that the seller gives to his consumer
since this gives him the confidence to return, the decrease in perceived risk is noticed by
consumers asking the sellers if it was fresh or of the day, in the end the communication
strategies occurred when I gave him the prices and they said I'll leave them as long as the
consumer was satisfied with the purchase.

3
 Consumer Personality

Some theories indicate that people tend to purchase a product to highlight or hide a certain
aspect of themselves. In other words, they choose certain products because they consider
that they go hand in hand with their way of being, or they prefer others because it gives
them the feeling of being closer to the 'desired self'. In this sense, the purchase decision is
based on a desire or an aspiration. These factors are indisputably linked to personality.
In what could be detected about the personality of the consumer is that everyone was
looking for a low price and good quality in the products and that could be a good factor for
identifying potential customers.

Elements of consumer perception and learning

To create a positive perception, strategies that appeal directly to the customer experience
must be applied.
Some actions are essential for companies seeking to develop consumer insight. For
example:
display a logo.
play advertisements.
receive promotions.
read customer reviews and social media comments.
receive notifications via SMS.
interaction with customer service.
after-sales follow-up.
Everything you have influences the consumer as something visual, by touch or even by
smells, the fact of receiving an offer or even some incentive for his purchase makes him
have a great perception of you.

4
 Consumer attitudes during the purchase process

We can consider that attitudes are formed from information, the evaluation of that
information and the behavior that the individual faces because of the information received,
the assessment of that information, and the specific situation in which the consumer is.
Detected attitudes:
Positive
Negative
Reactive
Integrative
What we noticed is that some consumers react positively when they hear things they like
and also react negatively if they are treated badly, most consumers have a reactive attitude
since they are neither satisfied nor dissatisfied and very few people it is inclusive since they
are negative people, and it is hardly observed.

Conclusions

Buying motivations are what drive people to pay for your product or service. Interacting
with them during the purchase process and understanding the factors that influence their
decision complete this picture.
However, you must understand your business and how to properly position your products
in the marketplace.
Remember that buying behavior is influenced by many factors. These factors can range
from consumer perception to motivation and personality.
Therefore, in-depth market research is necessary to better understand consumers.

5
Photographic Annex

6
 References

Blog, R. (2022, 27 mayo). Motivaciones de Compra del Consumidor.

rochiconsulting. https://www.rochiconsulting.com/blog/motivaciones-de-

compra/

Da Silva, D. (2021, 14 septiembre). Actitudes del consumidor: ¿cómo influyen en la

compra? Zendesk MX. https://www.zendesk.com.mx/blog/actitudes-del-

consumidor/

Definición y ejemplos del proceso de toma de decisiones del consumidor. (2019,

11 noviembre). Blog de Lucidchart. https://www.lucidchart.com/blog/es/proceso-

de-toma-de-decisiones-del-

consumidor

Fundamentos del marketing. (2021, 9 agosto). Motivación del consumidor.

https://fundamentosdelmarketing.ar/comportamiento-del-

consumidor/motivacion-del-consumidor