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CLIENTS OF THE WIDE CONSUME PRODUCTS Defining the role of the clients it’s a
very important process for the marketing research. It effects in every moment,
the decision making process. I.
Social and cultural factors
The decision making process of a consumer is very
related to his culture, the social and cultural level and the social class he’s
belonging to. A.
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Personal factors: 1)
Age and life feed-back 2)
Profession 3)
Economic position 4)
Life-style 5)
The personality and his own
image B.
/ Social and cultural
factors: 1)
Culture 2)
Subculture 3)
Social level (class) C.
/
Psycho-social factors: 1)
Group of reference 2)
Family 3)
Status and role D.
/ Psychological factors 1)
Motivation 2)
Perception 3)
Education 4)
Status and Faith A.1. In the
very beginning we mentioned the age and the life as the main element of a
purchasing process. In this context, products and the services that already
taken by the client, get changed very often. He modifies his nutrition, his
cloths, furniture and all the things that could be done during the free time. So, the concept of a feed-back situation creates
possibility to understand these evaluations into a need a status and a value. A.2.
Profession It has to do with a person who’s needs are willing
more and more for a products, in order to finish a recently started work, as
good as possible. A.3.
Economic position Economic position has to do more with the ability of a
client in order to purchase something, which is affected by the economic
position. That position, means positive function of his incomes and his fortune
of course. A.4. Life
style It is a very important element in the purchasing
situation. Because it is in deed very related with the behaviourance of the purchaser. Members of the same culture, social level or
professions are capable to select a variety of life styles. The life style of a consumer describes the individual
him self, from a point of view of a relation to the arrear. A life style of a certain person could be judged by
analyzing the products that are bought. A.5. Personality
and Image Every individual posses his own personality that he
expresses mostly during the purchasing behaviourance. We define personality as an entirety of psychological
characteristics that create a stainable
way of responding, which is related to the environment. B.1. Culture From his very own birth, man learns different ways of
behaving. We could define culture as a part of surroundings
created and developed by the human. It is also a way of living of a human
being. In this context, if we talk about international marketing then we are
supposed to be more careful, because of the culture differences. B.2.
Subcultures There are couple of cultures and subcultures that makes
their members to be more distinguished e.g. identified by a very precise way.
In general there are several groups of subcultures: 1)
Nationality group 2)
Religion group 3)
Ethnic group 4)
Region group B.3. Social
level (classes) Every society applies a system of social exfoliation. As a social class we define a relational homogeneous
and permanent group, collocated one by one, where the members can share the
system of values, the way of living, interests and their behaviourance. The system of exfoliation could be opened and closed. It is important to say that different social classes
have their own preferences about the nature of a product, such as: food,
cloths, furniture, vehicles and the enjoying stuffs. C.1. There are some groups of factors that are
based upon the interpersonal relations and they are influencing the very act of
purchasing. This is what we call a group of reference. As an
example we show the family as a reference group. A group of reference could be a person or a group of
people: political party, ethnic group, etc. But, we are interested especially
at the group that influences the market behaviourance. There are two factors that disallow the group of
reference not to influence, and they are: -
The feeling of insecurity
that an individual posses. -
The nature of a product or
the nature of a Brand. C.2. Family Defining the family sociologically, means that a group
should posses the following elements: -
Reproduction; -
Reconstruction of a status; -
Education; -
Leading the sexual
problems; -
Culture transmission; -
Socialization The behaviourance of a client, get’s easily affected
generally by the different members of his own family. It is very important to
distinguish two types of family cellules: -
A family of direction,
which is formed by the parents. -
A family of creation,
formed by the spouses and the children. C.3. Statuses
and roles An individual is capable to take part in many groups
during his living period e.g. family, association, and clubs. Social status is defined as an integration of visible
physiognomies, which are getting systematically classified by the individuals. The first role that should play the consumer is the
role of a wife and a husband. There are plenty of products in a market, just to
assure this role. D. Psychological factors The four main processes
influence the psychology of an individual: -
motivation, -
perception, -
learning, -
faith and -
status. D.1.
Motivation Needs of an individual date from the various natures.
Some of them date by the biogenetics nature, - borne in a situation of a
psychological tension, such as: hunger and the others are from the
psychogenetic nature. These are created as a result of an unbearable
psychological situation. The term “MOTIVATION” explains the integrations of the
factors or, the needs that determine the behaviourance. Motivation is related with the behaviourance in two
aspects: -
Objectives determinations -
The energy that is spent in
order to achieve the previous goal D.2.
Perception A motivated person is always ready to act. The type of
acting is very related with the perception of the situation. We face very
important issues in this case. “Why do two
persons percept the same reality .in e
different ways?” At the beginning, we become stimulated from outside by
our five senses. In fact perception could be defined as a process through whom,
an Individual chooses, organizes and interprets, only to construct a coherent
image of the world that surrounds him. Observing this as a necessary process it shows that,
perception is with high importance for the marketing. D.3. Learning When some one acts, it means that direct and indirect
effects of his own acts, which are influencing his behaviourance, are
subordinating him. Learning actually means modifying the attitude of an
individual. A continuation of an experience. Most of the behaving, are learned
time by time. The mapping of the marketing strategy should be based on the
learning criteria. You should consider that human being is not looking at
the world the way it is but the way they imagine it. D.4. Status
and Faith Status includes all the evaluation (positive or
negative), emotional respond and the affinity to act in the face of an idea. We
develop different statements about different issues for instance: about
religion, politics, clothing, music, nutrition etc. Understanding the process of a statement is very
important for the marketing, for two reasons: -
First of all, the adopted
statements of a person are directed in a way he understands things (even though
in this case there are several factors that are acting in the very moment). -
Second of all, the adopted
statements through out an enterprise and its products , will determine the
expectations, which will be reserved by the consumer, relating the statements
him self. II. PURCHASING PROCESS
Being a marketing specialist,
means farer then identifying the simple influences that affect the purchaser. 1)
Who takes the decision? 2)
About what kind of decision
we are talking about? 3)
Which are the different
phases of a purchasing process? For some products or services, identifying the
buyer, is the most simple process. For
that case we take an example
where a man is buying cigars and a women buying toilette articles. Making
decision about buying another house or machines, belongs to the man, to the
woman and in the mean time it belongs to the children. It’s very important for
the decision maker to distinguish the role and the relative influences of the
different family members. Here we can show you some of the every day roles in
the purchasing process actually some of the roles that we could face in a
purchasing situation: a)
INICIATOR- it is the person
who suggests about purchasing a product. b)
INFLUENCER- it is the
person who’s influencing the decision making process. c)
DECISION MAKER- it is the
person that has the power to decide which product should be purchased. d)
BUYER- it is the person
that proceeds the transaction. e)
USER- it is the consumer
him self or the user of a product or a service. II.1. PHASES OF THE PURCHASING
PROCESS
It is with high importance to know the last phase,
which has to do with understanding the purchaser. This one consists in
identifying the various stages that describe the consumer. The process of purchasing evaluates in several
stages. A.INTRODUCING THE PROBLEM
The purchasing process starts with introducing
the problem and the need. A need could be stimulated by the, interior and
exterior stimulus. First case is a situation when one of the elementary
needs, such as hunger or thirst over passes an alert border. The second case
has to do with a situation likely to a person who’s passing by the library and
suddenly he looks at the book that increase him an interest. So, these are some of the cases where and when the
marketing specialist should come with ideas, how to notify these interests.
Also it’s important for him to notice the creator or the causer of these
interests? How did they come up with? B.INFORMATION RESEARCH
Considering this stage, we can observe two kind
of behaviourances. The first one, which consists in a permanent attention about
any information, related with the need and the fact but, only if it’s satisfied
with this information. The second one is corresponding with the active search
of an information. The resources of the information we could classify into
four groups:
The most important element of preview resources and
the one, who increases mostly the interest of the marketing analyzer, is and
will always remain the public resource. The analyzer are very interested in finding out, how
the consumer discover the genesis of a
product? What kind of information resources did the used? This one and the other like this are very important in
order to achieve the feed-back process of a purchasing. It is very important to mention also the purchasing
stages such as: -
Decision of purchasing -
The good sense for buying
and of course -
Using the product Using the
product is also important stage that analyzer should be aware of. It is
important for the consumer to get the product just the way he imagined it other
wise all the process should be revised, in order to fulfill the consumer
wishes. III.DIRECTING THE PRODUCTS As we already know, the product is classified as the most important
element for the marketing research. As a “product” , we understand everything that could be offered in the market, in order to be bought or consumed, with the intention to fulfill a need. The product as a notion, naturally could lead you in the way to remind that, anything that is touchable such as: vehicle, shoos or books, but be most not forget also the services like: transportation, health, satisfaction etc. On the other hand, a product could correspond with a single person (political leader “who should be promoted”) , a spectacle (different festivals) , a direction (Albanian coast, Italy), or an idea (such as life insurance, family planning). From the every day life, we are able to distinguish 5
levels of products:
Responding to this, we manage to understand that we
are dealing with the main advantage, which is offered by the purchaser him
self.
Every product takes part in some kind of hierarchy
that includes 7 steps: 1. ARTICLE It is the base unit,
characterized by its size, price or another aspect of distinguishing.for
example, life insurance. 2. BRAND Represents the name related
to one or more gamma articles, which creates opportunity to identify the
genesis or maybe the character of the product. 3.
TYPE OF
THE PRODUCT It is corresponding with
the articles that represent a special shape of a product. 4.
GAMMA
PRODUCTS Gamma products are
including all the type products that are taking part in different categories
and which are related tightly to each other. In this group belongs the type of
a product that gets purchased only by the same group of clients. For example,
life- insurance at INSIG. 5.
THE
CHARACTER OF A NEED This step fulfills the
product that we are dealing with. In this context we have an example when we
need an insurance during the insuring process. 6.
THE
PRODUCT FAMILY We understand by this all
the product categories that satisfy a need. For example, 7. PRODUCT CATEGORIES This includes all the
family products that are representing a functional coherence. Ex. Money deposit
in the bank. It is very possible that
all these steps, to be fully respected at any case. In this context, in case of
hypermarket we face the following classification: region, sub region, family,
modules, etc. We shouldn’t be surprised
if we see these two categories also: -
Packaging and -
Product mixing. IV. SELECTION AND DIRECTION OF THE DISTRIBUTION
NETWORK In the everyday life we can find many mediators
between the producer and the consumer. They are found with the different
definitions and they fulfill an entirety of functions. Subjects who purchase a
product to a client without the presence of the producers are called market
mediators (selling agent) e.g. the subject who makes contact with the client
and he constructs a deal in the name of the producer himself. Finally, the others such as transport associations,
warehouse societies or the banks, appear to be distribution facilitators,
without considering the market negotiation, are known as the amplifiers. IV.1. The meaning of a distribution network Every producer wants to put in life a system
that will give him an opportunity to catch his market much easier than it
appears. Different market mediators, appear as different
constructors of a distribution channel. As a distribution network we consider a set of
mediators that take in his own responsibility at the distribution activity. IV.2. Why we need a mediator? There is a problem why producer delegates the
product to the others. Delegation means loosing some kind of control over a
client selection and a selling method. The presence of a mediator that is unsatisfied in many
cases, in reality represents very positive situation. The majority of producers
have not enough resources in order to accomplish the selling process by them
self. On the other hand, the producers who have enough
capital in their hand, instead of creating a distribution network by them self,
they also think about diverting their investments in different subjects. In
this context, using a mediator is justified, first of all by their huge
efficiency, in order to fulfill some of the functions that we mentioned above.
Relating to the specialties that they posses, contacts and the level of the
activity, they are able to offer to the producer a good experience. In other
situation, the producer would need wider period to achieve that experience and
perhaps with dangerous consequences. IV.3. Functions of a distribution A distribution network, is a way of organizing that
creates opportunity to fulfill activities with intention to achieve a goal
marked much earlier. Some of the activities appear by the help of these 9
functions: 1. Gathering information - in special cases includes a research of necessary
elements that are needed for planning and exchanging. 2. Promotion-means mapping and communication transmission, related
with their offer. 3. Negotiations- it means a search for an agreement, over the
exchanging conditions. 4. Receiving message- it is dedicated for the producer, starting from an
intention of client purchasing. 5. Financing- it understands the necessary stock for the
exchanging process. 6. Physical distribution- such as transport, stocking and maintenance. 7. Risk-
in relation with different exchanging activities. 8. Invoicing and administrating the corresponding
payments. 9. Property transfer- from the seller to the buyer of the property. Analyzing these kinds of functions and fluxes is very
interesting because of the problems that a distribution could face. It is not a
problem to know if these functions will be fulfilled, but to notify who
will fulfill them. Every marketing activity consists in these 3
characteristics: -
Mobilizing some resources. -
Gaining a profit by a kind
of specialization. -
Particular activity, which
could be different between members of the networks. Finally we can say that, marketing functions are more
important then the institutions they fulfill. The whole history of a market appliance is a result of
an effort that aims transformation of a function separation, in order to
understand the meaning of efficiency improvement. As a conclusion of what we’ve said till now is that
every economic innovation is calling the economic organizations to resemble
their objectives, strategies and technique. But, world economy has been through
huge changes and transformations during this decade. Development of the
transport and communication devices made the geographic distances much closer
for the different economic organizations. For this sake, these organizations
have learned their lessons that, you can’t ignore the outer competitors and the
inner pressure as far the expenses are concerned. Marketing in this field feels responsible and it plays
an essential role by helping the economic organizations, in order to resolve
these kinds of problems. B.
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