Today ethics has become the fundamental concrete basis for the moral action of various activities, whether in politics, in society, professionally and in the business world, where to offer a product to satisfy various and new Needs is the main commercial objective of companies, the objectives set regarding sales, launching a product or brand are the task of the marketing area which day by day is constantly analyzing consumer behavior and offers a new or renewed product to through Insights, through experiences.
Ethics in its simplest form, is a set of moral principles which interfere in the way of carrying out their activities in the day-to-day life of each person as well as in the decisions they make in the course of it; finally referring to a moral philosophy in society. So when talking about ethics, reference will be made to how to live a good life, our rights and responsibilities, the language of right and wrong and moral decisions: what is good and bad? The definition of what is ethical has been derived from religions, philosophies and cultures, highlighting issues regarding abortion, human rights and professional conduct; This last point being where they will talk about consumer insights and if within those actions ethics and morals prevail and when not.
Today the trend in consumers is to be friendly with the environment, they analyze a product more for its packaging, its process and nutritional value in the case of food, they look for companies that are socially responsible as well as the lately called eco-friendly products which consist of those products that contribute to the preservation of the environment by saving energy, saving natural resources in their production processes, as well as reducing the carbon footprint and gas emissions, are biodegradable, recyclable and many of These products come from sustainable crops.
Although it is true in the so-called Insigths, the marketing assignments seek to transmit subliminal messages through an experience or an action of a group of people based on the product they want to offer, for this it is necessary to know directly the behavior of each of the consumers as well as forecasting what they expect from the product. A marketing plan behind Insigths requires work; it is a skill that requires creativity, persistence, and deep thinking to create.
Just because a company can collect all kinds of personal information about consumers, does not mean that it should use it… Long before a marketing plan is implemented, companies should decide what information would be useful and limit themselves to that, so would be acting ethically?
An example of Insights and ethics in business marketing can be determined in the case of AX, a company that sells deodorants for men, the advertising they use is through experiences based on the use of deodorants in different scents each one has a specific purpose all with the aim of seducing a woman, the message that is transmitted as advertising is to guarantee seduction and attraction, however from the perspective of each person this will be ethical or simply a marketing strategy with in order to increase sales and position a product.
According to Patrakar, (2009) if we talk about ethics, for some it will be ethical if it is based only on a marketing strategy, but for others it will not be so, so in this case a complaint was filed by a 26-year-old against the company for offering a product that does not fulfill the message conveyed by advertising, for which he considered playing with his feelings by creating mental disorders. I consider that considering it as unethical, consumer psychology must be analyzed, although it is true that many companies show their products meeting certain needs, because we will only know that it is true when we use it and we will understand that we cannot combine a marketing strategy with prejudices social.
Insights are mostly used to offer a new product to the market, something new, something that will meet new expectations and satisfy new needs; Recently a new brand in oral hygiene products was launched in the Peruvian market Close Up the difference between this new one and the other commercial brands is advertising and presentation, for which Close Up is not concerned about tooth decay but rather because Your breath is fresh for a romantic date, capturing the idea through experiences by influencers on social networks.
Insights are elements that really define those factors of liking or satisfaction of the consumer, and that are not present in their consciousness. Saravia, 2016)
Finally, the objective of every company is to increase the sales of its products as well as achieve positioning in a given market, for which a series of studies are used as well as the generation of strategies that achieve said results between them but not everything is presented to the insights where the decisive moment on whether the strategy worked or not is in the consumer's purchase decision where it analyzes whether they will use it, enjoy it, meet their expectations among others, being a totally rational process of each person as well as influenced at the point of sale or through social media.
There is a close relationship between ethics and consumer Insights since the decisions to buy a product are personal and for personal use, or a certain group of people who based on their rational capacity agreed to buy a certain product either because It is ecofriendly, cheap, of good quality, new, innovative or because they want to live the experience that is transmitted through the insights.
