Who is the consumer? Who is the reader?

Lecture video slides and also the audio files

Audio of What is the consumer? What is the reader? lecture

Audio of What is the consumer? What is the reader? lecture delivered by Dr Cui Su and Paul Caplan as part of #WSAmacd and #WSAadm remix course

Neuromarketing: en las ventas

El mundo empresarial ha cambiado a través de los años, con el pasar del tiempo se ha vuelto más dinámico, más competido, mas conglomerado, hoy el mundo organizacional se ha expandido de manera tal que casi existen empresas de todo tipo, con variedad de actividades, razones sociales y cada una de ellas perteneciendo y conformado los diferentes sectores de la industria. El mayor reto que una empresa debe enfrentar en tiempos actuales es la capacidad de permanecer competente en el mercado, que perdure en el tiempo y más importante aún que sepa satisfacer las necesidades de sus clientes, sus gustos, sus deseos. El cliente uno de los eslabones claves más importantes para que una empresa sea exitosa, lograr la fidelización de marca (o hacia la misma empresa) y estar siempre en la capacidad de ofrecerle lo que desea encontrar (productos, bienes, servicios) por medio de la innovación y diferenciación. Este trabajo de investigación permitirá al lector conocer una de las herramientas que pueden hacer esto posible, informará cómo se puede llegar a conocer los deseos, y los factores determinantes que llevan a realizar una compra en dicho consumidor con técnicas incursionando en lo más profundo del consumidor (el cerebro), cómo piensa, que espera recibir y todo esto a través de la aplicación del Neuromarketing como influencia en el proceso de compra del consumidor, todo esto con el complemento del trade marketing que entra a impulsar las ventas y la captura del consumidor a través de la comercialización de los productos, mayor rotación de los canales de venta, el manejo en sí de marca que se le da a un producto. El trade marketing es ante todo un cambio de mentalidad para enfrentar las nuevas tendencias y requerimientos del mercado junto con los del consumidor.

La travesía obsoleta: la indefensión del consumidor

La obsolescencia programada es el deseo de tener algo un poco más nuevo, un poco mejor, un poco más rápido de lo necesario. El texto estudia este fenómeno a la luz del Estatuto del Consumidor – Ley 1480 de 2011 para determinar si el consumidor colombiano está suficientemente protegido con él.

Potencialidades de exportación de productos agrícolas orgánicos a la Unión Europea

El presente trabajo de investigación tuvo como propósito identificar las potencialidades de exportación de los productos agrícolas orgánicos hacia la Unión Europea, dentro del marco del Tratado de Libre Comercio entre Colombia, Perú y la UE. Esto con el fin de que tanto los pequeños y medianos productores como los exportadores colombianos pudieran identificar las oportunidades de negocio que tiene este subsector. A través de la consulta en sitios web oficiales de los diferentes países y de entrevistas con expertos sobre el tema objeto de estudio, se logró recolectar la información pertinente para el desarrollo de los objetivos planteados. Se tomaron como muestra tres países miembros de la Unión Europea, por ser parte del grupo de los principales consumidores de productos orgánicos, estos fueron: Alemania, Francia e Italia. De esta manera, se profundizó en las características de mercado de los países mencionados anteriormente, lo que permitió una aproximación al entendimiento de sus tendencias de consumo. Esta investigación expone en su contenido los aspectos más relevantes sobre la exportación de productos agrícolas orgánicos, así como también analiza la oferta y situación actual en Colombia y en los países europeos de este tipo de bienes y del desarrollo del subsector.

Qualitative research and consumer psychology: alternatives for application

Qualitative research is a research strategy used to analyze the reality. When applied to consumer psychology, it allows a deeper knowledge about consumer’s behavior and associated emotions and motivations. Qualitative research goes beyond the description of buyers’ behavior and shows information about how and why that behavior is produced.The purpose of this paper is to demonstrate how qualitative research is relevant for the knowledge and the understanding of consumers’ behavior and how, through its techniques, it approaches the consumer’s socio-cultural reality and provides an interpretation of it. The present paper resumes the key aspects of qualitative research, mentioning its related antecedents of its contributions to the marketing and explaining the four most applied techniques in consumer psychology (interviews, focus group, ethnography and observation); moreover, it also studies the way to carry them out and gives some examples of some of the market issues which it can analyze. Finally, we take up again the qualitative data analysis as one of the most relevant topics because it produces important information for the decision making process related to the consumer. In addition, we explain the steps, strategies, types and technological tools to carry it out. 

Consumer Neuroscience as a reserach issue, concepts and applications. A paradigmatic approach

Consumer neuroscience allows a fullest and objective understanding about desires andactions of consumers, turning itself in a fickle tool to the use of the companies and to improve their Marketing strategies. The use of the Neuroscientific methods to the analysis, description and comprehension of human behavior related to consume open a lot of unknown possibilities to discover. Neuromarketing or The consumer Neuroscience as is known too is the study of mental process been part of the consumer behavior and contexts concerning the marketing as well, apply and follow in the environment of the real life of human been. Its supported by the paradigms and the technological development of Neurosciences whose progress has made possible for the seekers to deep in knowledge abouthow the brain work. Physiological operations of mind are a product of a structural and functional ensemble including the brain, as organ, and mind, emotion and cognition, asfunctions. Mind events just can be understood in the middle of the interaction between the organism and his environment. Neuromarketing paradigm it’s still in his infancy and whatfor it’s full of research possibilities. Inside the consumer neuroscience the ethic building doesn’t collapse, the morality isn’t threaten, inside the normal individual Will it’s alwaysWill. The present paper looking for a place to the consumer neuroscience paradigm over the perspective of research open to the Marketing, from the technological advances and hermeneutical vision offer by Neuroscience; it’s propose some of several possibilities ofresearch and practice been explored actually. To give an example its offer one of methods of research as is the Evoked Potentials.

Different implications for enterprises of an organic production

This paper reviews the concept of “organic”, its meaning and emphasizes a comparison with conventional goods. It develops the background of organic goods in the past 20 years, quotations different definitions of organic and developing a main definition. Also it states certain criteriab and variables in order to develop a deeper business analysis. And it has the objective to define the advantages, disadvantages, key points and strategies for companies that want to venture an organic production, and if it’s recommendable to pursue. After a cross case and SWOT analysis it is possible to determine that depending of the core strategy and type of company if an enterprise can decide to venture the organic market.

Publicness of goods and violent conflict : evidence from Colombia

How the degree of publicness of goods affect violent conflict? Based on the theoretical model in Esteban and Ray (2001) we find that the effect of the degree of publicness depends on the group size. When the group is small (large), the degree of publicness increases (decreases) the likelihood of conflict. This opens an empirical question that we tackle using microdata from the Colombian conflict at the municipality level. We use three goods with different publicness degree to identify the sign of the effect of publicness on conflict. These goods are coca crops (private good), road density (public good subject to congestion) and average education quality (a purer public good). After dealing with endogeneity issues using an IV approach, we find that the degree of publicness reduces the likelihood of both paramilitary and guerrilla attacks. Moreover, coca production exacerbates conflict and the provision of both public goods mitigates conflict. These results are robust to size, geographical, and welfare controls. Policies that improve public goods provision will help to fight the onset of conflict.

Can consumer complaints reduce product reliability? Should we worry?

We analyze a monopolist’s pricing and product reliability problem when consumers are entitled to product replacement but have heterogeneous cost of exercising this right, and we assess the implications of a decrease in consumers’ claiming cost on reliability, profit, and welfare. We find that reducing consumers’ claiming cost may reduce reliability and increase profit. Additionally, the model can explain why some firms encourage consumers to complain while others discourage consumers from complaining. We also show that welfare and profit are partially aligned, specially when consumers’ claiming cost are relatively low and the firm prefers to promote complaints; consequently, we find that encouraging complaints will eventually increase welfare

Information provision in procurement auctions

We analyze the optimal provision of information in a procurement auction with horizontally differentiated goods. The buyer has private information about her preferred location on the product space and has access to a costless communication device. A seller who pays the entry cost may submit a bid comprising a location and a minimum price. We characterize the optimal information structure and show that the buyer prefers to attract only two bids. Further, additional sellers are inefficient since they reduce total and consumer surplus, gross of entry costs. We show that the buyer will not find it optimal to send public information to all sellers. On the other hand, she may profit from setting a minimum price and that a severe hold-up problem arises if she lacks commitment to set up the rules of the auction ex-ante.

Libertades individuales y acción colectiva

Este libro resulta de una lectura crítica de la historia y la evolución que han tenido importantes discusiones teoricas acerca del liberalismo y la acción colectiva. Se destacan algunas relaciones entre los aportes de diversos autores de la economía, la sociología, la filosofía, la ciencia política y la psicología. En especial se ofrece una presentación analítica de algunas de las relaciones más relevantes entre las libertades individuales y las oportunidades factibles en procesos de escogencia y de acción individual y colectiva. La propia cosecha del autor permite seguir tres hallazgos, los cuales pueden generar nuevas perspectivas para investigadores interesados en estos temas, estos son: una propuesta conceptual sobre las características y los requerimientos de la libertad individual.