Fundamentos teóricos para explicar el comportamiento del consumidor

Abstract

El comportamiento del consumidor engloba un conjunto complejo de acciones y procesos de toma de decisiones que los individuos o grupos realizan al buscar, adquirir, utilizar, evaluar y disponer de productos o servicios. Este comportamiento está influenciado diversos factores, incluyendo características personales, percepciones, motivaciones e influencias sociales. En este sentido, se considera relevante el estudio de las diferentes reflexiones teóricas y conceptuales que han explicado los factores que intervienen en la decisión de compra del consumidor. Consecuentemente, el objetivo del artículo es sistematizar los fundamentos teóricos, que explican y conceptualizan las decisiones de compra del consumidor, con la finalidad de encontrar una visión convergente, para lo cual se recurre a una metodología de revisión de la literatura, utilizando una síntesis descriptiva para analizar 36 sustentos teóricos y conceptuales que explican el comportamiento del consumidor desde 1738 hasta 2017.Consumer behavior encompasses a complex set of actions and decision-making processes that individuals or groups carry out when searching for, acquiring, using, evaluating and disposing of products or services. This behavior is influenced by various factors, including personal characteristics, perceptions, motivations and social influences. In this sense, the study of the different theoretical and conceptual reflections that have explained the factors that intervene in the consumer's purchasing decision is considered relevant. Consequently, the objective of the article is to systematize the theoretical foundations that explain and conceptualize consumer purchasing decisions, in order to find a convergent vision, for which a literature review methodology is used, using a descriptive synthesis. to analyze 36 theoretical and conceptual foundations that explain consumer behavior from 1738 to 2017. The results of the research range from purely rational perceptions to holistic understanding that integrates psychological, social and emotional dimensions, with notable advances due to the fusion of economics and psychology, which is why the importance of analyzing the phenomenon through a holistic understanding that includes these aspects to predict consumer behavior with greater certainty.