La psicologia del consumidor a la hora de comprar un producto cosmético
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Universidad Complutense de Madrid
info
ISSN: 0212-9876
Argitalpen urtea: 2014
Zenbakia: 71
Orrialdeak: 589-600
Mota: Artikulua
Beste argitalpen batzuk: Revista de análisis transaccional y psicología humanista
Laburpena
The fast evolution of today’s society is leading to a new consumer. For this reason, if the companies want really to approach successfully their target audience, should take into account the psychological and social aspects that affect them. The buyer does not seek the product itself, but the benefits that it brings. Marketing considers the consumer as “the king”, and the companies have to find their needs and develop strategies that come to reach them. Through this article we will analyze different psychological variables that affect the consumer when it is faced with a cosmetic product: needs, motivations, desires, perception, attitudes, learning, personality, culture and social groups.