Maestría en Mercadeo (tesis)

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Identificar el proceso decisión de compra de la categoría de accesorios para mascotas caninas
(Universidad EAFIT, 2018) González Jaramillo, Sonia Margarita; Restrepo Gómez, Bernando; Gentilin, Mariano
This paper contains the findings of an exploratory study whose objective is identifying the purchasing decision process in dog accessories -- Accessories are all dog related products, except food or health related items -- In-depth interviews were conducted to people living in Medellín area in middle and upperclass neighborhoods -- The findings show that is a low involvement decision with variety buying behavior -- Most of the motivations behind the purchase are related to the dog well being, owner vanity, the enjoyment with the accessory, and the guilty mitigation for leaving the dogs alone -- The decisive factors are related to the pet, related to the owner, and associated with the point of sale -- This study offers purchasing decision findings to be used by manufacturers and retailers when marketing dog related products