Maestría en Mercadeo (tesis)
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Examinando Maestría en Mercadeo (tesis) por Materia "ACTITUD (PSICOLOGÍA)"
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Ítem Análisis del proceso de la decisión de compra de cosméticos basados en productos naturales de la ciudad de Medellín y su Área Metropolitana en los estratos 5 y 6(Universidad EAFIT, 2023) Luján Torres, Maria Fernanda; Londoño Vélez, Natalia; Acevedo Mejía, Erika CristinaÍtem Estudio de las motivaciones de los consumidores en referencia a hospedarse en hoteles sostenibles en el municipio de Jardín, Antioquia(Universidad EAFIT, 2022) Echeverri Molina, María Camila; Acevedo Mejía, Erika Cristina; Escobar Escobar, Ana CristinaThe tourism sector in Colombia, and in particular in the municipality of Jardín, located in the southwest of Antioquia, has been increasing its participation in sustainable hotel practices, which makes it essential to understand why consumers choose to stay in this type of hotels, in order to develop strategies to capture their attention, not only for the benefit of the hotels, but also for the benefit of their environment. This study was born from this need and its general objective is to know the main motivations of consumers in reference to staying in green hotels in the municipality of Jardín, Antioquia. A research was conducted based on a qualitative methodology, through semi-structured interviews to ten consumers who visit green hotels in the municipality of Jardín and to four actors involved in the hotel sector. Based on the results, three consumer profiles were identified: Tranquility seekers, Passionate travelers and Escapist friends, according to different variables such as personal interests and intrinsic and extrinsic motivations. The profiles show different factors and outstanding experiences that are related to the choice of these hotels and the municipality of Jardín as a tourist destination.Ítem Exploración de las actitudes del consumidor hacia la experiencia de comer en plazoletas de comida del Centro de Medellín(Universidad EAFIT, 2021) Palacio Restrepo, Carolina; Vera Arango, Santiago; Restrepo Ayala, Camilo ErnestoThe present study explores, through an analysis of the consumers of food courts in downtown Medellín, which are the preferences of these regarding the type of food and experiences in food courts they usually look for. The study focuses on expanding the knowledge of the attitudes that consumers have towards similar food offerings, to determine what it is that consumers are looking for and which restaurants are more successful in a food court of downtown Medellín. We will carry out exploratory research with a qualitative approach, where we will be focusing on consumers who usually go to food courts in downtown Medellin looking for food and beverage options, accompanying them throughout their whole research, decision-making and purchase process, and possible additional steps that may complement this process. A second approach of this study is about interviewing other customers after they have completed their entire purchase process to find out deeper information about their attitudes and preferences about eating or drinking in a food court from downtown Medellín. These interviews will be based on the ABC model of attitudes and the motivation process of Michael Solomon. The people we will study, and interview will be over 18 years old, who currently frequent meal tables in food courts from downtown Medellín.Ítem Explorando los motivadores e inhibidores del consumo de la panadería artesanal saludable en la ciudad de Medellín(Universidad EAFIT, 2021) Alzate Jiménez, Luz Angela; Arias Salazar, Alejandro; Acevedo Mejía, Érika CristinaToday, healthy lifestyle habits have gained importance as they increase awareness of the factors that affect health itself. This trend represents a latent opportunity for future ventures that address this market, achieving the product attributes desired by the consumer. The object of this work is the understanding of the motivators and inhibitors for the consumption of baked products, as well as the prioritization of them and the knowledge of their causes within the most relevant consumer segment, in this case, women from the middle and upper middle class of the city of Medellín between 21 and 34 years old. Baked products are one of the categories with the greatest relevance and growth potential within the healthy basket. This research served to understand the type of motivation associated with the consumption of this type of food, which is a motivation focused on achieving balance between mind, soul and body, to detach from bad eating habits, to move away from industrialized foods and even to have a positive social impact in the community. In addition to this, the main motivators for the consumption of this type of food were identified, such as the contribution to health and nutrition, the freshness reflecting its naturalness, the tranquility of eating bread "without guilt" and finally medical reasons for intolerance to certain ingredients of traditional industrialized bread. It was also found that one of the essential characteristics of this type of product is good taste, since consumers are not willing to sacrifice taste to maintain a healthy diet.Ítem Una lavandería a domicilio : las actitudes de los clientes potenciales en el área Metropolitana del Valle de Aburrá(Universidad EAFIT, 2022) Mejía Toro, Daniela; Acevedo Mejía, Erika CristinaÍtem El rol de las redes sociales en las actitudes del consumidor político del Valle de Aburrá(Universidad EAFIT, 2022) Mejía Quintero, Juan Sebastián; Manrique Villanueva, Lina María PatriciaSocial networks are exerting a strong influence on their users. This phenomenon is not alien to the political consumer and specifically in their attitudes towards polarization. This influence has a very prominent role in the social environment, which means that it increases the social gaps between different socioeconomic levels and in a certain way affects the business sector whose purpose is the development of the region. It is necessary to reflect in order to understand the behavior of the political consumer and how, in the face of these social gaps, it is possible to continue weaving this business network. This research work is born from this need and therefore its main objective is to describe the attitudes of the political consumer of the metropolitan area of the Aburrá Valley, towards the political polarization that social networks promote. The objectives that will lead to its fulfillment are: (i) to determine how social networks intervene in the cognitive component of the attitudes of the political consumer of the metropolitan area of the Aburrá Valley, (ii) to recognize the power that social networks have in the affective component of the political consumer of the metropolitan area of the Aburrá Valley; and (iii) to know the dominance that social networks exert in the behavioral component of the political consumer of the metropolitan area of the Aburrá Valley. Terms such as consumer attitudes and polarization will be discussed in the theoretical framework. A qualitative methodology research will be conducted through in-depth interviews. These findings will be shared with business associations so that actions can be taken to continue weaving a network among businessmen contributing to the development of the region.