La importancia de la personalidad del producto mediante el análisis de sus elementos y su función en el mercado nacional.

Abstract

The present essay focuses on the relations of competitiveness; segmentation of the market based on the human personality and the product, as well the elements that structure its function according to the behavior of the consumer. Its treatment is the starting point in strengthening innovation in consumer performance in the market. The objective of this investigation is to determine the similarity of analogous products, through an analytical procedure in the conduct of the consumer to know its purpose in the national market. The methodology used for the systematization of the information is transversal, qualitative and descriptive from scientific articles in reference to the object of study projected in this document, considered for the search information, allowing what allows us to have an optimal approach to the product personality. The results demonstrate the importance of knowing how to build the study of consumer behavior, wherever segmentation is essential for the creation, innovation and positioning of a product.