Maestría en Mercadeo (tesis)

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https://hdl.handle.net/10784/5302

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Actitudes de los bogotanos en el uso de realidades mixtas : realidades virtual y aumentada
(Universidad EAFIT, 2020) Yepes Rios, Juan David; Ortiz Uribe, Sandra Milena; Rojas de Francisco, Laura Isabel
Actitudes del millennial medellinense presentes en la decisión de compra de un servicio de alojamiento en Estados Unidos
(Universidad EAFIT, 2020) González Romero, María Alejandra; Rojas De Francisco, Laura Isabel
In order to set effective sales strategies aimed to be at the forefront of the needs and desires of Medellin’s Millennials, in relation to their tourism activities, the present research is intended to establish a set of knowledge based on the identification of beliefs, emotions and behaviors that may appear during the process of deciding which lodging service to buy into the United States. To do so, concepts related to tourism, Millennials, and the attitudes that influence their purchase decision are pointed out within this research, trying to identify the factors they take into account when buying this kind of services, such as the use of technology and the quick and easy access to information. To achieve it, a qualitative research is carried out by means of deep interviews, composed of a protocol focused on topics such as travel companions, main travel destination into the United States, usage of Internet, before, during and after the trip, travel insurances activation, sustainability promotion, social and ecological commitment into the accommodation places, housing with pets, relevant features to choose the accommodation, types of accommodation preferences into the United States and technological tools to make reservations for housing. The results show motivators such as showing tourism as a life purpose, preferences to travel to the United States and services expected. With these findings, it is created a material with which advice for travel agencies and accommodation’s suppliers can be offered.
Análisis comparativo de las percepciones y las actitudes de las mujeres de Medellín frente a los diferentes modos de transporte : un estudio para promover la bicicleta como medio de transporte
(Universidad EAFIT, 2021) Álvarez Orrego, Alejandra María; Rojas de Francisco, Laura Isabel
Análisis de la experiencia de los estudiantesde posgrado de la Universidad EAFIT - sede Medellín, en el proceso de matrícula
(Universidad EAFIT, 2024) Sánchez Chapetón, Diana Katherine; Bernal Bernal, María Clara; Bedoya Jiménez, Julián Esteban; Agudelo Calle, Jhonny Alejandro
Aspectos involucrados en el proceso de toma de decisiones para la implementación de un proceso de gestión de precios
(Universidad EAFIT, 2024) Yepes Molina, Daniela; Muñoz Molina, Yaromir
Disposición de compra de productos de aseo para bebés por medio de plataformas online
(Universidad EAFIT, 2021) Méndez Jaramillo, Laura; Coulson Osorio, Ricardo; Muñoz Molina, Yaromir de Jesus
The objective of this study was to identify the different variables that generate a positive attitude towards the online purchase of hygiene products for babies. The done research is qualitative and was focused on knowing the attitudes, feelings, and motivations of the interviewees, for which, interviews were conducted with 11 parents of babies under 2 years of age. Among the findings, It was found that the willingness to buy the category by this means is related to different variables such as the ease of use of the platform, which supposes a saving of time that can be used on other activities, the possibility of not going to physical stores avoiding so risks related with contagious in the frame of the current pandemic (Covid 19), the trust generated in the platform because of its recognizing, managing of several brands, secure payment, and clear customer service, among others. Moreover, it’s found that having a place for advice or recommendations inside the platform can positively influence a favorable attitude towards it.
Efectos de la soledad en las prácticas de consumo
(Universidad EAFIT, 2019) Henao Ceballos, Paola; Muñoz Molina, Yaromir
Loneliness is a human phenomenon that derives from the need for contact with others. It constitutes a subjective experience that varies from person to person and produces different consequences physical and psychosocial on the health of those who experience it. Although in recent years the scientific interest in loneliness has had exponential growth, and despite the remarkable effects of loneliness on human health and behavior, has been paid little attention to the relationships of loneliness with consumer practices. This qualitative study explores the attitudes of the participants towards loneliness, the effects of this on the consumption of goods or services, and research the incidence of loneliness on consumer motivation. For this, were conducted ten in-depth interviews with people who have experienced a feeling of loneliness associated with recent love breakups. Among the findings is that participants resort to a variety of practices of food consumption, music, sports, and leisure activities (going to the movies, traveling), which provide the means to spend time and keep the mind active, have social interaction or having fun, to coping with loneliness. They also indicate interest in activities that help them feel more comfortable with their physical appearance and improve their relationship with themselves.
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 Ernesto
The 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.
Exploración del rol de las emociones y el estado de ánimo en el proceso de decisión de compra del calzado.
(Universidad Eafit, 2019) Arias Mejía, Andrea; Rojas de Francisco, Laura Isabel; Botero Cardona, Andrés
According to Gross, Sheppes, & Urry (2011), a person’s mood or state of mind are the feelings that people carries, those feelings remain over time, and are manifested through internal stimuli, and as a result produce an emotion that can affect a person’s purchase behavior. The internal stimuli are related to thoughts, imagery, pleasure, entertainment, with sensations derived from physiological activity, or to a person’s thoughts and values (Sinha, Kinderman, & Moody, 2010) and manifest themselves through a triad of reaction, made up by physiological excitations (stimuli), body language, and subjective emotions related to a person’s mood or state of mind (Scherer, 2000). This exploratory investigation seeks to understand the connection between emotions and mood and the decision-making progress, regarding footwear purchases by women. To achieve it, this study relies on qualitative and quantitative methods applied to a test group composed by women from Medellín, Colombia, in order to establish the correlation between moods and emotions and their influence over the decisions in the process of purchasing footwear. The evidence shows the influence of emotions, moods, and personality and their effects in people’s experience have when purchasing footwear. This study can be used by professionals in the footwear marketing sector, interested in studying the decision-making process and creating long lasting links and connections with consumers.
Hidromiel, la cerveza milenaria : exploración de las actitudes hacia la hidromiel de consumidores entre 18 Y 40 años
(Universidad EAFIT, 2024) Correa Serna, Carolina; Villegas Cano, Vanesa; Ceballos Ochoa, Lina María; Natalia Restrepo Reyes
Intención de compra de las empresas del Valle de Aburrá con relación a un servicio de arrendamiento de uniformes
(Universidad EAFIT, 2019) Vásquez Mejia, Juan David; Mejía Gil, María Claudia; Villegas, Guillermo León
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 Cristina
Los mercados florales y el nicho de las rosas preservadas : una alternativa de producto exclusiva para el mercado de Chicago, EE.UU.
(Universidad EAFIT, 2022) Ucrós Soler, Sergio; Sepúlveda Cardona, Edwin Andrés
During the year and a half of reduced economic activities caused by the COVID-19 pandemic, the value and export of Ecuadorian preserved roses increased. This happened in great measure thanks to the efforts of markets, such as the USA market, to remain open. Preserved roses are a new and trendy product in the global floral market which as of relatively recently was discovered by the US market. The following investigation was executed due to the necessity of the preserved roses brand RoseAmor to catch the attention of floral consumers in Chicago, Illinois, where the brand has little presence. The final consumer of floral products in this city was studied in order to analyze if the flower industry is meeting with their demands and expectations. The tools they use during their purchase process were also studied. This investigation revolves around the final consumer and it used both quantitative and qualitative approaches. The results indicate that this niche has great potential, even though consumers do not seem to be fully familiar with the product’s attributes. In this sense, the design of an effective communication strategy to publicize the advantages and versatility of preserved flowers is required to successfully enter this market.
¿Qué actitudes tienen los consumidores hacia las huertas urbanas en Medellín?
(Universidad EAFIT, 2021) Montes García, David Carmelo; Macías Prada, John Fernando
Based on a qualitative, descriptive and exploratory investigation, this article presents the attitudes that consumers have of urban home gardens in Medellín (Colombia). An opinion poll was carried out to the general public, in-depth interviews were conducted with experts and distributors of implements for home gardens and a group session for consumers of implements with urban home gardens was held. Among the findings is found that consumers have positive attitudes regarding urban home gardens, where the main reason for creating the garden is for health reasons. It was possible to identify that the perceived behavioral control factors do not influence negatively at the time of create the garden. The article proposes to create an offer by the providers, where the service provided can be personalized, through an application, which provides the advisory service from the beginning to the end of the service.
El renacer de las frutas : una investigación de mercadeo para conocer las actitudes frente a las frutas deshidratadas en Medellín
(Universidad EAFIT, 2023) Jiménez Sierra, Mauricio; Botero Cardona, Andrés
This research stems from a personal initiative, which, thanks to contact with the fruit sector in southwestern Antioquia, has become a dehydrated fruit business. The world market for dehydrated fruits has been growing, a trend that in Colombia has been affected by the pandemic, but which is expected to recover the world trend in the coming years. Based on this market dynamic, this research will focus on attitudes towards the consumption of dehydrated fruits, from the perspective of packaging and the value perceived by the consumer. To achieve this, quantitative research will be carried out, through online surveys of men and women between 26 and 41 years of age, from neighborhoods with N.S.E. (Socio-Economic Level) 5 and 6 in the city of Medellin.
Retail en el canal tradicional : una mirada a las actitudes frente a los snacks en las tiendas de barrio de Medellín
(Universidad EAFIT, 2022) Mejía Cogua, Roger David; Acevedo Mejía, Érika Cristina
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 Patricia
Social 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.
Vuelos verdes - actitudes ambientales del consumidor de transporte aéreo : una aproximación a las prácticas proambientales más propensas a su adopción
(Universidad EAFIT, 2022) Jiménez Bustamante, Sebastián; Mejía Gil, María Claudia; Acevedo Mejía, Erika Cristina

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Examinando Maestría en Mercadeo (tesis) por Materia "Actitudes"

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