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Home LO QUE HACEMOS Revista Virtual > Articulos ¿Se Considera Usted un Consumidor Inteligen...
Hoy día, en medio de la sociedad de consumo, donde se reconoce cada vez más la condición humana de "homo consumer", los movimientos y organizaciones que promueven una cultura de consumo que algunos han llamado inteligente, se ha incrementado. Pero, ¿Qué entiende la gente por consumo inteligente? Justamente, en torno a ésta pregunta y a la categorización de las respuestas de 20 personas adultas, gira la reflexión de éste artículo, en el que se proponen algunas preguntas y consejos útiles para que actuemos inteligentemente en lo referente a los temas y acciones de consumo. Palabras claves: Consumo inteligente, toma de decisiones, consumo racional, consumo, emociones. ¿Se considera usted un consumidor inteligente? Esta sería una buena pregunta para iniciar este escrito, sin embargo, antes de darse a dicha tarea, nuestro procesador de información deberá buscar en sus registros a qué nos referimos cuando hablamos de consumo inteligente. Actualmente, es una expresión que se está utilizando indistintamente y al parecer lo estamos entendiendo en términos semejantes.

Andrea Arrieta Narváez (2005) define el consumo inteligente como " controlado y racional en el sentido en que cumple con las necesidades de la gente, sin recurrir a grandes escalas de consumo insostenibles para las personas y su economía, en el que se recurre a un ahorro que moldea las actividades diarias de las personas sin traumas o contrariedades"

¿Podría decirse entonces que hablar de consumo inteligente es lo mismo que referirse a un tipo de consumo controlado y racional? Hasta cierto punto, sí, porque el hecho de ser racional por sí sólo le da la connotación de humano, pero, por esa misma razón, un consumo inteligente es mucho más integral, implica calidad de vida y para estudiarlo es necesario tomar en consideración todo el sistema de significados que tiene dentro de cada cultura.

Sin embargo, a pesar que la expresión 'consumo inteligente' se utiliza casi indiscriminadamente para hacer referencia a un consumo de tipo estrictamente racional, desde el punto de vista científico es necesario replantear está definición y para ello el camino está por construirse, no obstante, es importante partir de las concepciones intuitivas que la realidad nos permite construir acerca de un tema que no es ajeno a ningún ser humano.

Acorde con lo anterior, Zaltman (2003, 39 p.) afirma que la toma de decisiones gira sobre el funcionamiento simultáneo de la razón y la emoción, argumentando que estudios recientes sobre el efecto de las lesiones cerebrales demuestran que, cuando las estructuras neurológicas responsables de la emoción o del razonamiento sufren daños, las personas afectadas pierden la capacidad para tomar la clase de decisiones sólidas que permiten llevar una vida normal, por tanto el consumo inteligente no deja de ser emocional, siempre y cuando sepamos tomar las mejores decisiones.

Considerando el interés anterior, el equipo de investigación realizó una encuesta preliminar para investigar qué concepciones intuitivas o bien, qué significado le genera a la gente la expresión ' consumo inteligente ' . La encuesta fue enviada por correo electrónico a 60 personas adultas, con nivel de educación superior, quienes a su vez tenían la posibilidad de invitar a otras más en un período de dos semanas, iniciando el 13 de junio y finalizando el 30 de junio del 2006. De estas personas, 20 respondieron las preguntas que contenía la encuesta. Por un lado se les invitaba a construir su concepto de consumo inteligente y por el otro a que, a partir de allí, identificaran si se consideraban consumidores inteligentes. Teniendo en cuenta las respuestas se agruparon las categorías más frecuentes que asociaron con el concepto.

Realmente la concepción más recurrente en un 100% es la tendencia a considerar el consumo inteligente como sinónimo de consumo racional, operacionalizándolo como un estilo de compra no compulsiva, en la cual el comprador asume una actitud proactiva, investigando acerca de lo que consume, además, r acional implica que es medido y premeditado, que previo a éste se hace una evaluación que posiblemente generará un impacto positivo tanto para quien toma la decisión como para quienes le rodean. Los participantes en la encuesta también consideraron que el consumo inteligente es racional porque te permite planificar el uso del dinero y hacer análisis minuciosos antes de tomar decisiones y sólo es inteligente cuando su finalidad es la satisfacción de una necesidad real existente.

Si revisamos detenidamente cada una de las apreciaciones que hace la gente acerca de lo que implica la expresión consumo inteligente, nos damos cuenta que lo entienden como algo estrictamente relacionado con la compra de productos y posiblemente de servicios, pero, el término debería empezar a comprenderse desde un punto de vista mucho más integral, donde se involucren tanto compradores como vendedores, pues hoy por hoy consumir inteligentemente significa incluso capacidad de adaptación al medio. El consumo más que un acto satisfactor y personal implica una relación social, que bien entendida es bidireccional o recíproca, donde todos ponen, pero también todos ganamos.

En relación con estas opiniones, Carlos Cifuentes (2005) considera que un consumo inteligente implica también la alternativa de producir productos y servicios inteligentes, pero, además, cambiar la cultura en 180 o : difundir inteligencia en las personas; esto es, pasar de la cultura del consumo a la cultura del ahorro que, según este crítico, se constituye en el servicio más importante que hoy la empresa puede aportar a la sociedad. "El repentino descenso de ventas en baratijas y chatarra se vería compensado por un incremento de inversiones en bienes duraderos, de más alto costo por ser de más largo plazo".

Casi en el mismo sentido, el 50% de las personas que participaron en este sondeo consideran que el consumo inteligente implica tomar decisiones minuciosas respecto a lo que se necesita, es decir, ser muy cautelosos a la hora de escoger lo que se compra, no obstante, dado que estamos consumiendo con frecuencia, se nos hace prácticamente imposible evaluar detenidamente la decisión de cada consumo que hacemos. Esta apreciación aplicaría para situaciones muy selectivas o de alto nivel de involucramiento, tal y como las llama Assael (1999).

Un par de personas que participaron en este sondeo le colocaron una cuota de creatividad a su concepción de consumo inteligente al considerar que referirse al mismo implica " recursividad en el uso de los recursos ", es decir, reutilizarlos hasta agotar posibilidades de uso, se trata de una especie de reciclaje, sin llegar a extremos. Esto aplica para cosas tan sencillas como, por ejemplo, trucos para salvar una comida que en apariencia se daña por algún error en la preparación. Por otra parte, algunos participantes asociaron el consumo inteligente con ahorro de dinero, el cual es, sin duda alguna, una categoría que contribuye efectivamente a modelar nuestra tendencia de consumo compulsivo, dado que al destinar parte de nuestros ingresos como una cuata de ahorro, posiblemente no nos excedamos en nuestras compras.

La anterior categoría se equipara con otra que fue tenida en cuenta. Se trata de la concepción de que consumir inteligentemente implica tomar a consideración el presupuesto, de alguna forma es un aporte a la definición más recurrente que consistió en considerar el consumo inteligente sólo como racional, aunque es cierto, también cabe tener en cuenta que si hablamos de un consumo inteligente no debemos perder de vista que nos referimos a un consumo netamente humano, lo que implica, que en este también participa la esfera emocional y que además va más allá de un simple acto de compra personal para trascender a toda una relación social y cultural que incluye e influye tanto en consumidores como en vendedores, es más, referirnos a consumo inteligente es aludir a situaciones de la vida cotidiana que no necesariamente implican obtención de productos y servicios sino a conductas de consumo.

En consonancia con lo anterior, el 70% de las personas que opinaron respecto al tema, consideró que no pueden catalogarse a sí mismos como consumidores inteligentes, sino que en ocasiones asumen conductas que pueden asociarse con un estilo de consumo de este tipo, algunos más que otros, pero que finalmente, en su condición humana, también cometen errores que se convierten en equivocaciones inteligentes, siempre y cuando generen un aprendizaje que facilite mejores acciones de consumo. Sólo cuatro personas dijeron que se consideran consumidores inteligentes y dos que no lo son, porque su tendencia es mayoritariamente compulsiva.

 "Es evidente, que en el cambio de milenio consumir se ha convertido en la escencia humana, a las acreditadas marcas que han ido rotulando la especie humana, Homo Faber, hombre con capacidad de producir, Homo Sapiens , hombre con capacidad de pensar; Homo Ludens , hombre con capacidad de jugar- se añadirá en nuestro tiempo la de Homo Consumers , mujer y varón con capacidad de consumir" (Cortina, 2005)

De acuerdo con lo anterior, se considera que es precisamente ese Homo Consumer , quien debe hacer del consumo parte de su responsabilidad social y del que debe ocuparse en trabajar y actuar de una manera inteligente, lo cual implica hacerlo de una forma responsable en donde se combinan razón y emoción para lograr efectos más duraderos. Ser inteligente, en materia de consumo, es ser estratega, va más allá de un proceso de racionalización, es participar de forma activa en todo lo que a ello respecta. Como bien lo menciona Adela Cortina, consumir se ha convertido en la esencia humana del cambio de milenio, pero lo importante es que el ser humano aprenda a diferenciarse y a consumir diligente e inteligentemente. Como ha podido observar mediante la reflexión que se ha trazado alrededor de las opiniones de la gente acerca del consumo inteligente, todas apuntan a comprender al ser humano que tiene esta tendencia, con características de personalidad como organización, cautela, buena capacidad para la toma de decisiones, en fin, alguien que es muy racional a la hora de comprar, pero ¿será que por darle participación a mis emociones en los temas y acciones de consumo dejo de ser inteligente? Por su puesto que no, el problema está en dejarnos someter por nuestros impulsos y hacer compras desmesuradas. En una situación de consumo, como en cualquier otra, nuestros componentes afectivos, cognitivos y conductuales deben actuar congruentemente para llegar a decisiones inteligentes ya que, precisamente, las dificultades en éste sentido se presentan por escindir tales elementos al momento de ejecutar acciones. Usted, entonces, se preguntará:

¿Qué estrategias debo implementar para ser un consumidor inteligente?

A continuación se presentan algunos tips que se pueden enseñar a los niños durante su proceso de desarrollo, pues usted es hoy la combinación del conjunto de aprendizajes que lo han ido acompañando a lo largo de su historia de vida, y desde luego de lo que decidió hacer parte auténticamente suya. Pero, el hecho que se deba empezar por enseñar a los niños, no excluye la invitación a que todos los practiquemos, de hecho ellos aprenderán mucho más de su ejemplo:
  • Trate siempre de actuar como un consumidor proactivo, sin ser agresivo, defienda sus derechos, entérese de las normas que en su país velan por su beneficio, pero no descuide sus deberes.
  • Colóquese la tarea de soñar. Diseñe, preferiblemente por escrito, su proyecto de vida económico, que consiste en establecer metas, reconociendo fortalezas, debilidades y por supuesto acciones para tener una mejor calidad de vida desde el punto de vista económico. Por ejemplo, proyectar cuánto dinero quiere tener ahorrado en 5 años, cuál será el destino de ese dinero y los mecanismos para su consecución. Lo más importante de plantearse este proyecto es hacerle seguimiento y cumplir con lo propuesto.
  • Realice su presupuesto anual y vaya haciendo seguimiento mensual, si lo prefiere lleve un cuaderno de apuntes donde resalte sus logros. Es importante que incluya ingresos, egresos y ahorro, no olvide colocar entre su presupuesto una casilla para su recreación y la de su familia, claro sin excederse de sus posibilidades.
  • Cuando vaya de compras, haga una lista de lo que desea comprar y, si lo prefiere, coloque los productos según su prioridad.
  • Cuando esté a punto de hacer una compra por impulso, deténgase un momento y cuestiónese acerca de sus posibilidades, necesidades y utilidades de la nueva adquisición. Aunque sienta que una poderosa fuerza interior lo incita, piénselo muy bien, pero finalmente tome la mejor decisión.
  • Asesórese bien antes de decidirse por una compra, especialmente cuando ésta tenga un alto nivel de significado no sólo para usted sino para quienes lo rodean.
  • Instrúyase constantemente acerca de formas de ahorro y preservación de servicios públicos, acerca de consumo inteligente de alimentos y cuidado de la salud.
  • Pregúntese y si lo prefiere, haga un listado acerca de qué se compra, en qué cantidad, con qué frecuencia, cómo se usa, cómo se reutiliza, cuándo se bota, percátese de qué hace falta, calcule las cantidades necesarias de los bienes que se necesitan, el cuidado de comprar los productos que a la familia le gustan, fijarse en fechas de vencimiento y planear un uso de los materiales para evitar desperdicios. Éstas son consideraciones que evidencian formas de consumo con un fin de ahorro económico que también tiene consecuencias ambientales en la disminución de la producción de basura y el malgasto de recursos (Arrieta, A. 2005). Recuerde no sobrepasar los límites.
Referencias bibliográficas Carlos Llano Cifuentes . .2005 Assael, Henry (1999). Comportamiento del consumidor. Mexico:Thomson Editores.

Cortina, A (2005). Ética para el consumo.MacGraw Hill.

Ley del Consumidor. Proyecto de ley 81-03.

Zaltman, G (2003). ¿Cómo piensan los consumidores? Barcelona: Empresa activa. 39 p.

Leyes de Protección al Consumidor Colombiano. Arrieta, A (2005). Monografía: Un consumo inteligente. Formas de ahorro de la clase media y su beneficio ambiental. Directora: Mónica Therién. Universidad de los Andes. enlace
¿Se Considera Usted un Consumidor Inteligente?

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Actualizado (Domingo, 05 de Julio de 2009 19:00)


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