A brief analysis of the important changes that are taking place in the economic doctrine Starting from a psychological re-foundation of economic action, the new approaches try to explain why in many more occasions than we imagine, we make economic decisions that are far removed from what we understand by rationality.
Describing customer behavior
At the beginning of this century the commercial management of business began a new turn. It begins to become aware that the customer no longer chooses a product (tangible or intangible) only because of the cost-benefit equation and begins to analyze how the integral of his “Shopping Experience” influences his decision. Any offer should not only provide functional benefits but also emotional benefits.
To understand what the Purchase Experience management is, let’s see what a difference there is with traditional business management. Before we focused on highlighting and demonstrating the functional characteristics and benefits of the product or service because we assumed that customers decided to buy it rationally.
However, these models have nothing to do with reality. They come from micro economic models that do not really describe customer behavior. They decide in a much more complex way, often driven by emotions, feelings, experiences and experiences to which they aspire, rather than by simple logic, functional or utilitarian.
Traditional marketing, focused on the functional characteristics and benefits of the product, needs to be more involved in the consumption situation and in the sociology-cultural context. You can market a product considering the consumption situation (s); as when “dining” a dinner with a sense that goes beyond the simple gastronomic issue and leads us to pay for it four times more than if we did it in our house.
The marketing task will not then be to worry about the menu (or the product), but also to understand what it means for a particular consumer to participate in that particular “Experience”.