Different Approaches. Due to specific characteristics of the product. It is about focusing on one or two product characteristics that are beneficial to the consumer and constantly communicating them. - For benefits, problem solving or needs. It focuses on broader benefits. - Based on specific uses of the product. Spread an image of dissociation between a certain product or service and a specific situation of use. - By user categories. Try to associate a product or service with specific groups of customers. - Positioning against other products. Many times it tends towards comparative advertising. - By dissociation of product type. Define an image that makes your services or products seem totally different from those of your competitors. CONSUMER BEHAVIOR. Set of activities carried out by an organization from the moment it has a need until the moment it purchases the product. This study also includes the analysis of all the internal and external factors that influence the actions they carry out. This process is modified by a series of variables. The dimensions of consumer behavior that are usually studied are: That? Who? Because? As? When? Where? How much? Purchase Decision Process. The importance, intensity and duration of each of these phases will depend on the type of purchase made. In high-involvement products (which require a period of reflection before purchasing) the phases will be longer and more intense. In low- involvement products they will be shorter and not as intense. These phases are influenced by both internal variables (personal issues of the consumer themselves) and external variables. In addition, these phases are also influenced by all marketing stimuli (price, product, promotion and distribution). At this point we have to get our product into a reference set. In the information search stage you have to go into memory (people usually stick to 6 or 7 alternatives). This reference set is usually sought by giving information.