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El Consumidor Postmoderno Essay

520 words - 3 pages


Este caso nos informa sobre los hallazgos en una investigación (estudio) realizada para
estudiar las tendencias del consumidor postmoderno. En esta investigación se nos habla
sobre las distintas tendencias de los consumidores hoy día y sus razones para adquirir
Los autores se enfocan en el estudio delas características de compras y consumo del
segmento adulto joven universitario. Ellos argumentan que el consumo tiene participación
simbólica en el desarrollo de la identidad de los individuos postmodernos permitiéndoles el
poder diferenciarse individual y colectivamente. Proponen que el valor económico que se
asocia a los productos ha cambiado desde satisfacer unas comodidades, obtener unos bienes
y servicios a adquirir experiencias emocionales y placer lo cual motiva comprar un
producto y no solo comprar ...view middle of the document...

Según sus características se diferenciaron en
sus comportamientos de compras y algunos de los resultados fueron estos:
Grupo 1
Sibaritas: Abiertos a las experiencias nuevas, extrovertido, organizado, seguro y
sociable. Compran para estar en moda, por placer, por impulso, además de disfrutar la
novedad y el cambio.
Grupo 2
Armonizado: Alegre, descomplicado, organizado, prudente, responsable y sociable.
Evaluan los productos buscando relación entre precio-beneficio, tiende a ser fiel a las
marcas aunque son abiertos a la novedad.
Grupo 3
Disciplinado: Calmado, organizado, pasivo, poco sociable, seguro. Son disciplinados y
responsables a la hora de adquirir los productos, no compran por impulso, de los cuatro
grupos es el más confiado.
Grupo 4
Performer: Abierto a experiencias nuevas, activo, ansioso, confiable, descomplicado,
desorganizado, extrovertido, irresponsable, seguro, sociable. A este grupo le gusta comprar
ropa de marca pues le brinda status permitiéndole destacarse. El utilizar las marcas le
brinda la posibilidad de diferenciarse y de identificarse con un grupo de referencia al cual
desea pertenecer.
Estoy de acuerdo con los resultados de esta investigación pues hoy día los consumidores no
compran solo por necesidad, sino por satisfacer impulsos o aspirar a pertenecer a otros
Los autores concluyen que sería de gran interés hacer una investigación con un tamaño de
muestra geográfica más amplio que permita establecer modelaciones por medio de
variables socioeconómicas. A su vez piensan que todavía quedan muchas interrogantes con
respecto al consumo individual de las nuevas generaciones.
Al finalizar el estudio de esta investigación puedo inferir que tiene implicaciones claras con
los distintos temas discutidos en clase tales como el comportamiento del consumidor, la
segmentación, etc.

Cardona, M.M., Cruz, C.E. (2013) EL CONSUMIDOR POSTMODERNO. Global Conference on Business & Finance Proceedings 8(1)950-954. Retrieved from Business Source Complete (ISSN19310285)

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