Impacto de la personalidad del consumidor y la elección de marca: análisis basado en el test NERIS aplicado a Amazon
DOI:
https://doi.org/10.24137/raeic.12.23.17Palabras clave:
NERIS Type Explorer®, test de personalidad, decisión de compra, estrategias de posicionamiento, segmentación psicológicaResumen
La personalidad del consumidor y su impacto en la elección de marca es un objeto de estudio preferente en marketing. Asociar perfiles psicológicos y elección de determinados anuncios aporta valor a las empresas. Con el objetivo de dar luz a esa posible relación, se lleva a cabo una investigación cuyo objetivo es medir en qué grado de intensidad la personalidad del sujeto puede afectar en su decisión de compra, y sugerir nuevas formas de segmentación para las empresas para que puedan complementar las técnicas actuales, consiguiendo mayor efectividad en sus campañas de marketing. La metodología utilizada es cuantitativa. Se correlacionan los resultados obtenidos de una encuesta a 335 individuos de España y los 16 perfiles psicológicos de los sujetos según el test de personalidad NERIS Type Explorer®. En la encuesta, bajo previo registro del perfil psicológico de personalidad, se mide la preferencia en la tipología de anuncios mostrados, la valoración de los factores que influyen en la compra y la estrategia de posicionamiento favorita en relación a los anuncios realizados por una marca (Amazon) y su producto. Los resultados no hallan relación por el hecho de pertenecer a una de las personalidades y la valoración de la marca seleccionada, pero sí en el hecho que ciertas personalidades muestras más tendencia a fijarse en la marca, y que la relevancia atribuida al estatus social proporcionado por el producto puede promover la compra. Se concluye que el empleo de esta técnica de segmentación es útil para conseguir mejor impacto, economizar y reducir el tamaño de la población objetivo en campañas de marketing.
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