Examinando por Autor "Galindo Salguero, John Howard"

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    Motivaciones, barreras y atributos que inciden en la compra de un libro en formato impreso o digital, de estudiantes universitarios de mercadeo de pregrado y posgrado de la Universidad ICESI en Cali (Colombia)
    (Universidad EAFIT, 2020) Márquez Caicedo, María Juliana; Galindo Salguero, John Howard; Mejía Gil, María Claudia; Toro, Perla
    In world context the digital book, or e-book, each time acquires more clients and followers due to the extensive technological development. In Colombia, the sales rates of digital texts are low but higher than in other countries of the region, such as Argentina or Mexico. This research sought to establish which are some of the motivations and product attributes that affect the decision to purchase a book in a printed and(or) digital format, of undergraduate and graduate Marketing students at Universidad Ices, in the city of Cali (Colombia). Some motivations related to the subjects of study and their tastes and preferences are identified, which are framed in their social environment and play a fundamental role when choosing the format in which they read academic texts for their professional education process. It was necessary to develop research that would also make it possible to characterize the attributes most valued by consumers when choosing an e-book or a book in physical format, in addition to the barriers that limit access to each format. It was found as a key factor to analyze the criteria that students have when they buy a book, and to recognize elements associated with the purchase process such as the valuation of the attributes and the specific motivations associated with each format. A research work was developed with the students, through a survey to a significant sample of the population (210 students of undergraduate program and 80 of graduate program) in order to know their perceptions about the new dynamics that guide the commercialization and purchase of books. The products that the research seeks to provide are, in the first place, to update the data referring to the factors that they indicate in the purchase decision of Colombian university students. Secondly, the aim is to establish an analysis that allows for comparison of the type of format that undergraduate and graduate students prefer to buy, and also recognizing the differences between the motivations of each group of students. Finding relevant results in regards of price as one of the key motivators for students, as well as the lack of motivation towards reading, is what affects purchasing. As key motivators for the students, that most affect their purchase decision, such as price and the lack of motivation towards reading relevant results were found. Regarding the format, the key factor for choosing digital format was the ease in its portability, and in printed format, for generating greater recall.