INFLUENCE Differential

This article has as purpose to analyze the influence of the mark in the behavior of the consumer in relation to the choices that it makes at the moment of a purchase. Howard Schultz is likely to agree. For in such a way, one searched to verify through a bibliographical research what it stimulates and it satisfies the necessities of the consumers. It enters the diverse possibilities of answers and theories concerning this subject, are distinguished it perception that the customer has of the emotional characteristics transmitted by the mark and the impact that external and internal factors have on its behavior. The current rapidity with that the socioeconmicas and technological changes occur makes to appear a highly competitive scene for the companies, which demand the constant search for a differential that she makes possible to the organizations to satisfy the necessities of its consumers. In this direction, the marks assume an important competitive differential when making possible the creation of a relation with the consumers, transmitting values and meanings (PINE, 1996). …

while products, processes and until design can be copied, experience of a consumer with a mark is only: it is the result of a marketing history and relations that cannot be copied. It is in this direction that the marks can become a great competitive differential. (KELLER, 1998, p.75) To understand the behavior of the consumer in its fullness is a task to multidiscipline that demand knowledge of psychology, economy, anthropology, sociology, marketing and others you discipline (BLACKWELL; MINIARD; ENGEL, 2005). Therefore diverse factors as the culture, beliefs, values, desires and so subjective others mold its personality and influence the process of purchase decision (KOTLER, 1998). This study it is justified for the importance of the organizations to direct its focus in the market in order to know the real necessities and desires of the consumers. Its objective is to analyze the influence of the mark in the processes of decision of purchase of the consumer and to evaluate of that it forms its image can become a competitive differential for the companies.