Buy and loyalty addicts to the brand
Low self – esteem is another influential factor in purchase addiction since people tend to project a specific image before their friends or co -workers, seeking their acceptance. Also an education devoid of limits can be influential, because this refers to the fact that there are people who have grown up in an environment in which all their wishes are resolved immediately, creating a model of “if I want it;I have it ”falling into addiction.
In annex no. 2 Six consequences of purchase addiction are defined, listing as first;The economic problems that will obviously be given by excess unnecessary purchases, accumulating debts and items that do not even use being victims of their own lies, because as far as possible people who are around them begin to ask if what they wear is new isAnd for fear of being judged because they say no, that it was something they had saved for a long time, causing the third consequence that I have defined as anxiety;They can suffer from the simple fact of going out with their friends to a shopping center, perhaps go for ice cream and when walking around the hall in front of stores and not being able to buy, unleashing a lack of control in their impulses before that provocation.
Another inevitable consequence that is given no importing the type of addiction they have, is the inner emptiness, because after the supposed feeling of satisfaction they perceive, a type of emotional pain arises due to the lack of realism in the sensations, then developing a generalized sufferingAs for example, a lack of concentration in any field of life, the thoughts that it has constantly revolves around the same topic stimulating frequent mood changes, which are the reflection of the emotional instability that is living, it may be happyAnd from one moment to another to be sad to remember that he has a problem or feel that something lacks.
López (2013) defines that fear of change causes people sometimes not to change supplier for comfort, because they do not feel like they do not have time to look at more options and change, but this fidelity is not lasting. The client will be attentive to the options around him to make a possible change. The customer continues to buy as I say for comfort, but not for a weight of weight that makes him buy what he is buying (brand reputation, quality product/service, price, additional services, among others.).
It has always been said that everything is excessivelyYes to maintain addiction and leave aside the mental ability to recognize that we have a problem with wanting to demonstrate a certain status, for a slight moment of happiness, and that is where the brand becomes successful to know howmaximizing a community full of vain needs.
As Botello mentions in war, in love and advertising everything is worth it, so brands create products in order to connect with the minds of their consumers. Thus a community is achieved that coincides with the need to acquire those products. That is why advertising is as important for brands, who invest both in their spots and their strategies, because it depends on the perception that people have of their products, which gives them or not to reputation, as well as the good or bad relationshipWith your customers.
There are different levels of loyalty towards a brand, which are pointed out in Annex No. 3 At the lowest level is the buyer who is indifferent to any brand, does not waste his time in looking for a status, but is useful and fulfills his satisfaction function, although the price can influence his final purchase decision.
The next level contains buyers who are satisfied with the brand, it is a vulnerable segment since if the competition creates a visible benefit the consumer can make the change without thinking about it. The third level Reyes Montoya defines that “it consists of those who are satisfied and also have switching costs of time and money). To attract these consumers, it is necessary that the benefit of change exceeds the switching costs that are all expenses of having to change supplier or product or service, which is."
In the fourth level, those consumers who really like the brand are defined, is where the feelings towards the brand begin, that is, there is an emotional link and feelings. The fifth level represents committed consumers. For these, the brand is very significant, at a functional level or as a form of expression of those who are. They have so much confidence towards the brand that they begin the advertising that we call mouth to mouth in terms of recommendations towards other people. The importance of this group of consumers is not so much the volume of sales they represent, but the impact they produce on the market, through their recommendations and actions.
According to Reyes Montoya, the brand loyalty cannot be built if the consumer did not have contact with the product. It is possible that a consumer recognizes, has a perception of quality, and know the associations to a brand without having had contact with it. Loyalty to the brand is probably the heart of the brand’s value. Indeed, if the consumer recognizes the brand and its associations, but buys depending on the price (or attributes of the product), and not the brand, the loyalty to the brand does not exist.
Then we have the feeling of relief, we stop feeling desperate to go shopping, we are satisfied with the article, until we analyze and fall into the situation in which it was not a necessity, then followed by relief comes a feeling of disappointment or disappointment with onesame. Villalba defines that “generally the compulsive buyer buys alone, without the company of another person, because they usually feel ashamed. Mostly those affected recognize that they have a problem."
A critical factor in purchasing addiction is the increase in self – esteem that buyers feel when interacting with store employees ‘we discover that purchase addicts feel true pleasure in interacting with store staff. Their fragile egos receive a great impulse thanks to employees, who flatter them, smile and treat them as if they were royalty characters, ”says Astrid Müller. Deutsche
Everything in life has a root, a reason for being, purchase addiction is not far behind, in my opinion, there are too many causes for which people fall into it, as the first point I consider that it is the obsession to appear,Lately we let ourselves be valued by likes on social networks, we want to be accepted by society, running the risk of losing our personal essence and identity, because we begin to acquire products from skille and sinister to enhance our presence.
In second point I put the affective lack;They have sold us the image that if we go shopping we will be happy, and in fact it is, we distract ourselves from our reality, we raise the mood for a moment or at least while we are in the mall, but when I return home it returnsTo fall the weight on our shoulders, reminding us that minutes before we were well and because we turned to go shopping again.
Low self – esteem is another influential factor in purchase addiction since people tend to project a specific image before their friends or co -workers, seeking their acceptance. Also an education devoid of limits can be influential, because this refers to the fact that there are people who have grown up in an environment in which all their wishes are resolved immediately, creating a model of “if I want it;I have it ”falling into addiction.
In annex no. 2 Six consequences of purchase addiction are defined, listing as first;The economic problems that will obviously be given by excess unnecessary purchases, accumulating debts and items that do not even use being victims of their own lies, because as far as possible people who are around them begin to ask if what they wear is new isAnd for fear of being judged because they say no, that it was something they had saved for a long time, causing the third consequence that I have defined as anxiety;They can suffer from the simple fact of going out with their friends to a shopping center, perhaps go for ice cream and when walking around the hall in front of stores and not being able to buy, unleashing a lack of control in their impulses before that provocation.
Another inevitable consequence that is given no importing the type of addiction they have, is the inner emptiness, because after the supposed feeling of satisfaction they perceive, a type of emotional pain arises due to the lack of realism in the sensations, then developing a generalized sufferingAs for example, a lack of concentration in any field of life, the thoughts that it has constantly revolves around the same topic stimulating frequent mood changes, which are the reflection of the emotional instability that is living, it may be happyAnd from one moment to another to be sad to remember that he has a problem or feel that something lacks.
López defines that fear of change causes people sometimes not to change supplier for comfort, because they do not feel like they do not have time to look at more options and change, but this fidelity is not lasting. The client will be attentive to the options around him to make a possible change. The customer continues to buy as I say for comfort, but not for a weight of weight that makes him buy what he is buying (brand reputation, quality product/service, price, additional services, among others.).
It has always been said that everything is excessivelyYes to maintain addiction and leave aside the mental ability to recognize that we have a problem with wanting to demonstrate a certain status, for a slight moment of happiness, and that is where the brand becomes successful to know howmaximizing a community full of vain needs.
As Botello mentions in war, in love and advertising everything is worth it, so brands create products in order to connect with the minds of their consumers. Thus a community is achieved that coincides with the need to acquire those products. That is why advertising is as important for brands, who invest both in their spots and their strategies, because it depends on the perception that people have of their products, which gives them or not to reputation, as well as the good or bad relationshipWith your customers.
There are different levels of loyalty towards a brand, which are pointed out in Annex No. 3 At the lowest level is the buyer who is indifferent to any brand, does not waste his time in looking for a status, but is useful and fulfills his satisfaction function, although the price can influence his final purchase decision.
The next level contains buyers who are satisfied with the brand, it is a vulnerable segment since if the competition creates a visible benefit the consumer can make the change without thinking about it. The third level Reyes Montoya defines that “it consists of those who are satisfied and also have switching costs of time and money). To attract these consumers, it is necessary that the benefit of change exceeds the switching costs that are all expenses of having to change supplier or product or service, which is."
In the fourth level, those consumers who really like the brand are defined, is where the feelings towards the brand begin, that is, there is an emotional link and feelings. The fifth level represents committed consumers. For these, the brand is very significant, at a functional level or as a form of expression of those who are. They have so much confidence towards the brand that they begin the advertising that we call mouth to mouth in terms of recommendations towards other people. The importance of this group of consumers is not so much the volume of sales they represent, but the impact they produce on the market, through their recommendations and actions.
According to Reyes Montoya, the brand loyalty cannot be built if the consumer did not have contact with the product. It is possible that a consumer recognizes, has a perception of quality, and know the associations to a brand without having had contact with it. Loyalty to the brand is probably the heart of the brand’s value. Indeed, if the consumer recognizes the brand and its associations, but buys depending on the price (or attributes of the product), and not the brand, the loyalty to the brand does not exist.
When we try to understand a consumer, the main thing is to determine the stimulus model, in other words, the stimulus level that it will receive from a brand. There are several components that become a part of the purchase decision things do not occur because if, in many cases the buyer is the buyer is the consumer or beneficiary.
As for market stimulation, without so much science we know that the first way of entry is the view, and that is where they win the item to buyers to conquer them penetrating the buyer’s awareness, influencing their behavior and determine what theBuyer characteristics can lead to purchase decision making and generate a level of attraction for each purchase and thus later become an addiction. The direct work of the market is to persuade, understanding what the buyer wants giving of the external stimulus and the purchase decisions of the same.
In one of the marketing strategies for compulsive buyers, it is directlyWhat he needs and that has everything to go home, due to the impatience of the row begins to see the products around and without needing it takes a magazine, and some chocolates.
It was practically persuaded by a company that placed those products there with the aim that someone bought in the last sigh of their payment. It has nothing to do with something I needed, much less something that can serve it is simply and simply buy for impulse. You have to know that all these products are there with that goal, not specifically because they are products that people forget to buy or because there is no space in the store and they are placed there.
It is literally a last minute decision that the buyer takes without thinking and the company has managed to strengthen at the points of sale. Much of the purchases in a super market or in a shopping center, have not been previously meditated, but are taken at that point.
These types of spontaneous decisions are probably the fruit that the company’s marketing plan is working very well, that is, they are managing to stimulate the buyer efficiently, so that you buy the products regardless of the price in many cases.
Currently marketing professionals who are soaked on the subject, cannot and do not let any business opportunity escape, are constant updating and implement a strategy after another in their marketing plan. Compulsive buyers are nothing more than people with money in a market, willing to spend it with the company that runs in a better way their strategies
Conclusions
I can conclude that each person is responsible for their actions, purchases or any other situation that have as addiction may not be favorable for their lives itself, but speaking in terms of marketing brands or companies take advantage of these situations ofLife to meet their objectives, you can see so many examples in which people do not have the ability to get out of that situation, but often it is a matter of their own will.
For there to be an addiction, it is definitely under the influence of someone because it is the one who turns on that spark to provoke in the person buy and buy, it is like bets, someone induces it to start, in short accounts, the buyer is nothingmore than the person who owns the money to be able to carry out the action. For that reason the final decision as such, the buyer has.
According to Vicente the advertising or messages that we receive continuously, by themselves, they are harmless. But your goal is still selling and that can create certain problems in some people. Advertising has long stopped selling products or services, to sell principles. Where before a nougat was sold now the family values and the unity of the family are sold.
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