Examinando por Autor "Moreno Álvarez, Mateo"
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Ítem Baby boomers hombres de la ciudad de Medellín y sus motivaciones de compra de ropa online(Universidad EAFIT, 2024) Jaramillo Arias, Catalina; Moreno Álvarez, Mateo; Mejía Gil, María Claudia; Sepúlveda Cardona, Edwin AndrésBaby boomers refer to all people born between 1946 and 1964, which means that they did not grow up with the Internet and had to adapt to changes during their development and even their professional life. The vast majority had to start including digital media in their lives to feel current and to be able to fit into today's world and, that is why, they still have mistrust and discomfort when it comes to completing transactions through online stores. In this research, we will identify the motivators and inhibitors, through in-depth interviews, that male baby boomers from strata 5 and 6 in the city of Medellín have when buying clothes through digital channels, to find out how their experience could be improved and their participation in purchasing in this sales channel increased. This was achieved through qualitative research through guided interviews and a survey of people who were part of the research segment. Where it was found that their greatest motivation is not having to leave the house to make their purchases and the greatest inhibitor is that the products received are not their size and do not fit them well. In addition, although men of this generation are willing to make online transactions, buying clothes is not their priority.