{"id":7644,"date":"2013-04-15T09:00:28","date_gmt":"2013-04-15T07:00:28","guid":{"rendered":"http:\/\/blog.emagister.com\/?p=7590"},"modified":"2018-07-03T09:54:55","modified_gmt":"2018-07-03T07:54:55","slug":"marketing-la-ley-de-la-percepcion","status":"publish","type":"post","link":"https:\/\/www.emagister.com\/blog\/marketing-la-ley-de-la-percepcion\/","title":{"rendered":"Marketing: La ley de la Percepci\u00f3n"},"content":{"rendered":"

El marketing<\/strong><\/a> no es una guerra<\/strong> de productos, sino de percepciones<\/strong>.<\/p>\n

Los profesionales de la mercadotecnia tienen claro que el mejor producto no ser\u00e1 el que mejor se venda si no le acompa\u00f1a una percepci\u00f3n de ello en la mente del consumidor, por ello no es extra\u00f1o ver c\u00f3mo productos con mejores cualidades que sus competidores est\u00e1n muy por debajo en las cifras de ventas.<\/p>\n

\u00bfPor qu\u00e9 cuando pedimos una Coca Cola y nos ponen otro refresco de cola no nos sabe igual que cuando no vemos que refresco nos han servido?,<\/em> est\u00e1 probado que en una cata a ciegas de refrescos de cola entre varias personas de diferentes edades y niveles sociales, la gran mayor\u00eda no sab\u00eda o pod\u00eda diferenciar la prueba que conten\u00eda su preciada Coca Cola del resto de recipientes que conten\u00edan un refresco de cola de otra marca, e incluso el refresco de cola de la marca Pepsi Co, era el elegido como el de mejor sabor y el m\u00e1s refrescante.<\/p>\n

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Finalizada la primera cata a ciegas se procedi\u00f3 a una segunda prueba, pero esta vez con las pegatinas de los nombres comerciales sin retirar, terminada la segunda prueba las muestras que conten\u00edan Coca Cola eran elegidas como las de mejor sabor por delante del resto de refresco de cola, \u00bfc\u00f3mo puede ser posible este cambio de opini\u00f3n?<\/p>\n

De un mismo hecho<\/strong> se puede desprender mil percepciones,<\/strong> tantas como clientes o usuarios haya en el mercado. El marketing lo que debe realizar es conseguir moldear o manipular para que ese hecho sea percibido por los clientes o prospecto de la manera que desee la compa\u00f1\u00eda.<\/p>\n

La idea preconcebida o percepci\u00f3n<\/strong> que tenemos de un producto es un pilar b\u00e1sico<\/strong> en el marketing. La opini\u00f3n sobre cualquier hecho, circunstancia o producto se forma a trav\u00e9s de la percepci\u00f3n y as\u00ed creamos nuestra verdad o realidad, por ello las compa\u00f1\u00edas se gastan grandes cantidades de sus recursos en averiguar qu\u00e9 producto es el mejor en vez de destinar esos recursos en averiguar qu\u00e9 producto se percibe como el mejor.<\/p>\n

La percepci\u00f3n es en el mundo del marketing la verdadera realidad, el resto es una ilusi\u00f3n. Tanto en un mercado global, el mejor producto no siempre es el primero en las listas de ventas, esa plaza suele estar reservada al producto con mejor reputaci\u00f3n.<\/p>\n

La ley de la percepci\u00f3n<\/strong> refleja la caracter\u00edstica humana de aceptar la opini\u00f3n del grupo por encima de la nuestra individual, con independencia de los resultados finales, por ejemplo, en el mundo del motor es de sobra conocida que la percepci\u00f3n de buena calidad es muy importante a la hora de vender autom\u00f3viles, por eso las marcas alemanas han intentado durante a\u00f1os que haya una opini\u00f3n global sobre la alta calidad de sus modelos, de ah\u00ed la frase: \u201ctodo el mundo sabe que los coches alemanes son los mejores mec\u00e1nicamente\u201d.<\/em><\/p>\n

Si alg\u00fan propietario de un modelo de autom\u00f3vil alem\u00e1n se encuentra que su coche se ha averiado al poco tiempo de comprarlo, pensar\u00e1 que ha sido fruto de la mala suerte porque \u00e9l tiene la percepci\u00f3n de que un coche alem\u00e1n no suele estropearse nunca y si por el contrario, su modelo alem\u00e1n con m\u00e1s de 300.000 km se mantiene en \u00f3ptimas condiciones, no se extra\u00f1ar\u00e1 de tal resultado, ya que su coche es alem\u00e1n y como todo el mundo sabe\u2026\u2026<\/p>\n

\u201cEl marketing no es una batalla de productos, es una batalla de percepciones\u201d<\/em><\/strong>.<\/p>\n

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El marketing no es una guerra de productos, sino de percepciones. 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