Examinando por Autor "Osorio Marulanda, Luisa Fernanda"

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    Motivaciones de consumo de servicios de belleza y disposición de demanda en línea
    (2018) Garcés Flórez, Eucaris del Socorro; Osorio Marulanda, Luisa Fernanda; Gentilin, Mariano; Mejía Gil, María Claudia
    This work was born from the interest of analyzing and knowing in depth the motivations of consumers of beauty services, and their availability of online demand -- With this research, the actions, tastes and preferences that frame the behaviors of women aged 25 to 50 years were demonstrated, belonging to socioeconomic levels 3, 4 and 5, inhabitants of the south of the Aburrá Valley, in those who explored the motivations that influence their purchasing decisions, with the objective of identifying the needs, desires and barriers in front of the online demand of this type of services -- With the findings found, there will be a basis to build digital solutions according to the needs identified in them -- Through the implementation of qualitative research that included in-depth interviews and focus groups, it was explored how is the current relationship of the consumers with the beauty services and their preferences of request and access to them, Identifying also what are the behaviors valued in the relationships they build with their beauty professional, and which aspects they appreciate about technology, specifically about online platforms and their willingness to purchase beauty services through this medium