Examinando por Materia "Atributos"

Mostrando 1 - 8 de 8
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    Ítem
    Atributos para la construcción de marca lugar participativa del sector comercial "El Hueco" de la ciudad de Medellín – Colombia : representaciones sociales de usuarios agremiados
    (Universidad EAFIT, 2022) Álvarez García, Helen; Gonzáles Salazar, Natalia; Rojas de Francisco, Laura Isabel
    This study analyzes the attributes identified in the social representations of the users that contribute to the construction of the place brand of "El Hueco" in the city of Medellin - Colombia. A sector that offers the opportunity to know how the construction of the place brand is given by those who use the place and taking into account that in 2008 it was registered as a trademark before the Superintendence of Industry and Commerce by one of the leaders of the sector. The design and analysis seeks to recognize the role of the residents through a qualitative research exercise with an exploratory ethnographic approach and from a participatory perspective, including the narratives of nine users who are members of the most important organizations that work for formal and informal commerce in the sector, such as Centro Unido, Asoguayaquil and the Union of Informal Workers (UGTI). The findings indicate that the most relevant attributes for place branding are history, heritage and culture, brand experience and brand personality.
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    Atributos, posicionamiento y expectativas para una tortilla marca La Soberana
    (Universidad EAFIT, 2023) Otálvaro Hurtado, Juana María; Pineda Ríos, Daniel; Restrepo Ayala, Camilo Ernesto
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    Ítem
    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
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    Implementación de mapas perceptuales en el rediseño de un eco-producto
    (Universidad EAFIT, 2011) Gómez Rico, Elena María; Maya Castaño, Jorge Hernán
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    Ítem
    Mobiliario a un clic : actitudes, motivaciones y atributos más valorados por los usuarios a la hora de comprar mobiliario para el hogar de forma online en la ciudad de Medellín
    (Universidad EAFIT, 2020) Giraldo Tamayo, Andrea; Arias Salazar, Alejandro; Acevedo Mejía, Erika Cristina
    In the last decade with the internet boom, online shopping has increased significantly. In Colombia, this trend begins to be set where there are more and more options for purchases through this channel. There are already furniture brands in the country that are distributing these products through online sales, which represents opportunities to bring new offers to the market. The company Most is exploring the possibility of selling its exclusive home furniture designs online, but there is a lack of knowledge regarding the behavior of this offer in the virtual market. To address this lack of information, it is proposed to know what are the characteristics most valued by users when buying furniture online. In this order of ideas, we seek to know what are the attitudes and motivations of the consumer towards the online purchase of furniture, as well as to identify the most important attributes that they take into account when buying these products. To address these objectives, qualitative research is proposed with in-depth interviews, focused on men and women between the ages of 25 and 40 that residing in 4, 5 and 6 homes in the city of Medellin, since these represent the largest market of this company today. The results of this research will help the configuration of this business proposal, which seeks to be structured in the coming years.
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    Motivación de compra de ropa interior femenina en el Valle de Aburrá
    (Universidad EAFIT, 2023) Acevedo Martelo, Tomás; Giraldo Vargas, Alejandra; Acevedo Mejía, Erika Cristina; Restrepo Reyes, Natalia
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    Ítem
    Percepciones, emociones y atributos más relevantes al explorar un catálogo de ropa casual femenina por parte de las mujeres entre 26 y 50 años, de estratos 3 y 4 en la ciudad de Medellín
    (Universidad EAFIT, 2021) Arroyave Gómez, Erika; Zapata Hernández, Valentina; Asuad, María Antonia; Acevedo Mejía, Erika Cristina
    The objective of this research is to identify the perceptions, emotions and most relevant attributes when exploring a catalog of women's casual clothing by women between 26 and 50 years old, of social stratum 3 and 4 in the city of Medellin, because they are the most frequent catalog buyers of female casual clothes. Direct sales companies that use catalogs to display their clothes have a big challenge and it is that the buyers do not have the possibility of interact with the clothes before their purchase decision. To meet this objective, first of all, the context, background and frame of reference with the definition of the key concepts are presented through a literature review. Subsequently, the main elements and phases that influence in the perception are developed, as well as the emotions that are generated when exploring a catalog of women's casual clothing, and then the most important attributes when viewing a catalog. Finally, the methodological aspects that were addressed for the realization of the proposed research, the findings detected by specific objective, the conclusions and recommendations are presented. A qualitative methodology was used for the research, and the data was collected through semi-structured interviews that were conducted virtually through the Teams platform due to the covid-19 pandemic conditions.
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    La relación de las tendencias textiles y del consumidor pos-pandemia con los atributos valorados por los diseñadores-consumidores del universo swimwear
    (Universidad EAFIT, 2022) Betancur Quirama, Tatiana Andrea; Acevedo Mejía, Erika Cristina; Restrepo Reyes, Natalia
    Fashion trends have been fundamental in defining how brands act in relation to product development according to the trends identified within the designers-consumers. Simultaneously, the COVID-19 pandemic has changed the mentality and therefore what designers-consumers value. For this reason, products need to be reinvented in order to link designer-consumers with clothing attributes through meanings. The presented research stems from this need and its main objective is to relate the textile trends with specific attributes for the swimwear´s universe in the post-pandemic. The specific objectives are: (i) to identify the textile and designer-consumer trends in the post-pandemic; (ii) to discover the designer-consumer´s values related to (vis-à-vis) the post-pandemic textile trends; (iii) to find the meanings of the designer-consumer related to (vis-à-vis) the post-pandemic textile trends; and (iiii) to propose a set of recommendations for textile companies which are seeking to adopt these trends on their collections. Terms such as values, meanings and attributes can be found in the theoretical framework in addition to concepts such as trends, drivers and map of emotions. A qualitative methodological research was performed based on the means-end chain model (Durgee et al., 1996) through interviews and focus groups of people from socioeconomic strata 4, 5 and 6 located in El Valle del Aburrá, which resulted in recommendations applicable to textile companies future collections and the swimwear´s universe. The results will be shared with the companies Protela and Prointimo with the intention from them to apply these findings and achieve a positive impact on the market.