Continuing with the consumer science research segment, let's concretize our understanding of consumers. We can categorize consumers in three different ways. A, they are usually collective. B, much of their behavior is not visible, related to their types of psychological influences. And C, they have a systematic way of making decisions. Well, then collectivism. We know that Asians are very collectivist and much of their behavior, and I think that many studies support this idea, but Asians are also changing, therefore we can not say that it is a truth applicable to everybody, as we can see with the single women with money, the gold misses. In addition, I believe that collectivism also exists in other regions like North America when we observe how teenagers are influenced by their parents and friends, and also in Europe. I am a big football fan and that's why I know how fans can be like in England, where there are supporters, that in some cases are fanatics, of teams like Manchester United, Arsenal and Chelsea, and they hate each other. I mean, you can see that obviously in La Liga when we see Real Madrid fans versus the fans or so-called partners in Barcelona. So it is not limited to Asia alone. It tells us that consumers have a wider influence. And in this way, consumer behavior can be collective. I also mentioned that consumer behavior may not be visible. So I recommend reading articles about consumer behavior where the constructs like perception, motivation and learning are explained, since many of these constructs have a lot of influence in the depths of people's minds. The perception, the Noon Nopi that I constantly emphasized, should be something that we have to analyze with this type of scientific approach, where we see not only their observed behavior, but also their hidden behavior. Also, consumer behavior is like a trip, and it's a key concept very mentioned by marketing experts, so we must know the different stages of that trip. And although I have listed five, according to Katler and Keller, these stages can be longer or shorter. And just for being shorter we should not come to the conclusion that consumers are impulsive or that they are irrational. There is no irrationality in marketing. Especially when we see it from the perspective of Noon Nopi. Even for so-called heuristics, the shortcuts. Consumers make these kinds of decisions from a very personal perspective, in a very reasonable way. And our task is to make sure that given these different steps we also carry out our marketing through that kind of multi-stage aligned system. And we have to be proactive, we must guide our consumers down that road. We can consider this as a series of fences so we must help them cross them, either with a more appropriate framework of the problem or by delivering the correct information. It is increasingly being developed through social networks. And we must know that we have competence. Therefore the POD, that is, the point of difference between us and our competition, must be something that benefits us. We must make sure that when someone wants to buy a product, that person can buy it, buy ours. So the distribution really matters. whether it is online or not. And we must make sure that customer loyalty is rewarded. In summary, I have emphasized that the observations about consumers are a science. Of course, there is a lot of intuition involved, but in the end it requires that we have a very empirical and scientific mentality. And we also learned that influences on consumers happen on many different levels. Not only in the surface, but also under the surface. In addition, we learned that consumer behavior can be collectivist. But that does not apply to everyone, and that's why the individual response depends on the type of Noon Nopi inferred from your scientific analysis.
