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Optimizando la pronta moda : investigación sobre la percepción del consumidor sobre el ofrecimiento de servicios de impresión digital textil directa en Medellín, Colombia
(Universidad EAFIT, 2020) Guzmán Botero, Luis Manuel; Acevedo, Erika Cristina; Jiménez, María Alejandra
The following research exercise aims to know the expected services by the people who has the purchase decision, regarding the textile personalization trough Digital Direct Printing, in textile manufacturing companies and clothing brands in the Aburrá Valley, Antioquia, Colombia. Likewise, it pretends to identify if the expected services are consistent with those offered by direct digital printing machines, to have convincing arguments that support the investment decision in this new technology in the company Estampados Divitex SAS. The research method used is qualitative with an exploratory nature. The information collection tools used in this case, are in-depth interviews, in order to understand the perception that the customer have from the services received by the machine. To analyze all the information will be used a simple content analysis.