Examinando por Materia "Atributos de decisión"

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    Atributos relevantes para diferenciar un restaurante de cocina colombiana
    (Universidad EAFIT, 2021) Jaramillo Orozco, Sandra; Vallejo Franco, Johanna Alejandra; Muñoz Molina, Yaromir; Restrepo Ayala, Camilo
    Colombian cuisine has been experiencing a growing boom over the years, and both big and medium entrepreneurs from the country have seen this growth as an important business opportunity, generating the opening of a significant number of Colombian full-service restaurants and with this the increase in market competition. For this reason, restaurants managers have been forced to use different value strategies; however, to reach this objective is fundamental for them to know and study consumer behavior in order to identify the attributes that they consider as relevant to choose a Colombian full-service restaurant. This is the main aim of this investigation, and to reach it, are used quantitative and qualitative methodology to define the decision attributes of the target market considering that nowadays consumer has needs that go beyond physical ones and focus on social and cultural perceptions. Through the results obtained, this paper provides tools that create competitive advantages and design value proposals focused on the sector.