The influence of behavioral marketing on the development of new consumer products [La influencia del marketing de comportamiento en el desarrollo de nuevos productos de consumo masivo]
DOI:
https://doi.org/10.62574/rmpi.v6iespecial.503Keywords:
marketing, consumer, productAbstract
Behavioural marketing is essential for understanding consumers' needs and emotions, enabling companies to develop products that not only solve functional problems but also establish an emotional connection. The objective of this study is to analyse how behavioural marketing can help identify consumer needs and guide the development of new mass-market products. Through segmentation and data analysis, brands can anticipate preferences and create personalised products that align with audience expectations, thereby improving their competitiveness. It is shown that consumer behaviour directly influences product quality and brand perception. Involving consumers in the product creation process optimises acceptance, strengthens loyalty and reduces risks, thereby improving satisfaction and competitiveness in the market.
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Copyright (c) 2026 Boris Xavier Roldán-Mora, Mariella Johanna Jácome-Ortega
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