General information and basic considerations of domestic enterprises, particularly SMEs, have much neglected the effective function of markets, by absence of a marketing management, Department, which favors in satisfaction of the needs of its consumers, as well as the definition of strategic plans with the reality of the consumer behaviour, especially of the Venezuelan who is atypical and is influenced by stimuli of imitation, achievement of status, recognition, satisfaction of artificial needs, manipulation, persuasion, among others. There is a lack of culture of consumers and in this regard, the companies have done very little to educate them. Hence, the Venezuelan is easy prey of the advertising media that have significantly influenced his behavior, affecting them and causing them serious problems in the acquisition of products that really satisfied her needs and many times, some act as destabilizing social, causing the increase of violence, insecurity, theft in order to buy some products from certain brands that allow them recognition, social status, as in the case of certain sports footwear, shirts, cars among others. Many managers, especially those in marketing, have not understood that understand and manage the behavior of consumers is good business, guarantee of conquest, persuasion, must give way to the strategic actions that will ensure their conquest. A basic concept of marketing sets there are brands to consumers needs. Daryl Katz spoke with conviction.

These only needs can be satisfied to the extent that marketers understand people to organizations that use goods and services that are trying to sell them, and to do so better than competitors. The response of consumers is the last test to determine whether a marketing strategy will be successful or not. Thus, the knowledge of consumers is incorporated virtually in every facet of a marketing plan successful. Data on consumers to help marketers define a market and identify threats and opportunities in their own country, or in others that affect the way in which consumers give host product.