At present, meeting the expectations of customers when acquiring a product or service is a challenge. A challenge for the great modern leaders, because for consumers the purchase of a vehicle becomes a ritual, an individual or collective pride, either because the consumer requires or wants to satisfy a need or desire depending on three main direct factors. These three variables directly associated with your personality are: your ideology, your ideas and your beliefs. Fused with two external factors: which are the time and the space in which said consumer is located.

Now, identifying, controlling, correcting and measuring quality processes in the production of products helps to create quality consumer goods, it is a fact and proven by Philip Crosby, Kaoru Ishikawua, Genichi Taguchi and Joshep M. Jurán by mention some experts. However, the product or service must be placed in an attractive environment, since quality is the bare minimum that the customer expects.

Posing this position at this very basic level of marketing, focused only on the quality of the product, is, in my opinion, something already ambiguous and Paraguay Phone Number List obsolete for consumers. In reality, there is no motivator that connects the brand with the consumer. A motivator that makes you feel that great experience in consumption. As we have already mentioned, processes and standardization are key and basic points to control, once this is done, the second level is to provide a satisfactory experience. To provide this satisfactory experience to consumers, it is necessary to understand and analyze social processes, as they are essential to understand the data and generate behavioral hypotheses. With the help of Social Sciences such as: History, Anthropology, Sociology, Economics, Politics, Statistics, Mathematics etc? We will be able to answer the question: How to increase the levels of satisfaction and loyalty of our clients? Well, it will be actionable and measurable information.

Octavio Paz genius of literature, sociologist and irate marketer for our purposes, he knew more about Mexican culture, its uses and customs, more than a current marketing “professional”.

Within his criticism, he argued that trends are based on fashion, on novelty.

What product or service is there again today to acquire and live that experience? Consumers wonder. So we will raise the hypothesis to which we will call; Partial Self-Realization of Consumption (complementing Abraham Maslow’s hierarchy of needs). This hypothesis maintains that societies aim at an ideal state of consumption of goods, imitating consumer behavior, according to Gabriel Tarde.

The most interesting thing about this hypothesis is that most consumers yearn to be surprised by the environment that surrounds the brand. The first example is Starbucks. A cafeteria which sells an experience of coffee consumption: the music of the place, the design of the furniture, the customization of your glass, are attributes that make the base product a ritual and complement the need for a culture reflecting its strategy in: more sales.

Another clear example is Mazda, a vehicle brand which is committed to emotion throughout its brand architecture. At Mazda, rather than following a very marked sales process, focused on explaining torque, revolutions per minute or the number of liters of consumption per kilometer, the objective is to sell an experience. Particularly; the speed and dynamism of the car (The zoom zoom, as a brand slogan) in the test drive and of course, make the customer’s stay at the dealer something enjoyable, as there is a video game room where the customer perceives affinities to your lifestyle (culture).

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