Professional Documents
Culture Documents
Iniciador
Influenciador
Decisor
Comprador
Usuario
Personales
Comerciales
Pblica
Experiencia
Conjunto Total
Conjunto de Conocimientos
Conjunto de Eleccin
Decisin
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___________________________________________________________________ Lic. Jos Luis Camacho (MBA)
Atributos
Necesidades
Valores Estadsticos
Imagen de Marca
Funcin de Utilidad
Procedimiento de Evaluacin
Que hacer :
Decisin de compra
Actitudes de otras personas
Situaciones no previstas
Riesgo percibido
Expectativa
Satisfaccin
Lograda
Satisfaccin
Esperada
Satisfaccin
Lograda
Satisfaccin
Lograda
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___________________________________________________________________ Lic. Jos Luis Camacho (MBA)
MAYORA
TEMPRANA
INNOVADORES
ADOPTADORES
MAYORA
TARDA
REZAGADOS
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___________________________________________________________________ Lic. Jos Luis Camacho (MBA)