Examinando por Materia "COMPORTAMIENTO DEL CONSUMIDOR - COLOMBIA"
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Publicación Camisetas casuales masculinas en Medellín : estudio de atributos valorados y disposición a pagar(Universidad EAFIT, 2025) Builes Agudelo, Nicolás; Palomino Agudelo, Alejandro; Ceballos Ochoa, Lina MarcelaThis thesis analyzes the perceived value of men’s casual t-shirts among millennial men in Medellín belonging to socioeconomic strata 4, 5, and 6. The research arises from the need to understand how this segment evaluates functional and symbolic attributes when making purchase decisions and defining their willingness to pay. Although studies on fashion in Colombia exist, research on men’s fashion remains limited, which justifies the focus of this work. The general objective is to assess the perceived value of casual t-shirts by identifying the most relevant attributes and their influence on willingness to pay a premium. To achieve this, a descriptive quantitative approach was employed. An initial exploratory pre-test with 37 men was conducted to identify key functional and symbolic attributes, which informed the design of a survey administered to 201 participants. The analysis included descriptive techniques. The results indicate that functional attributes—comfort, material quality, fit, and design—carry greater weight than symbolic ones in purchase decisions. However, self-expression of personal style and emotional reward emerged as relevant symbolic attributes. It is concluded that functional attributes form the foundation of perceived value, while symbolic attributes influence decisions within specific segments.Publicación La experiencia de la compra en línea (online) en la industria de la moda en Colombia(Universidad EAFIT, 2019) Merino Estrada, Juliana; Vanegas Correa, Clara Elena; Ceballos Ochoa, Lina María; Mejía Gil, María ClaudiaThis research project arises from the need to investigate the behavior of people who shop using online platforms and, specifically, those who acquire products from the fashion industry. For this, the main research sample was taken from women from the city of Medellín and the Aburrá valley with a socioeconomic level between four and six and ages between 25 and 45 years old. This sample was chosen considering their purchasing capability, which allows them access to different technological tools that provide higher levels of information about the products. It is presumed that this possibility is one of the reasons why these women change their traditional shopping habits for online alternatives. Through an exploratory study, we deepened the definition of the shopping experience as a general concept. In addition, the behavior of the digital consumer was also defined, taking the phenomena of internet and technology as the main triggers of this change, which transforms the shopping experience into something more than a commercial transaction and allows interaction with other buyers, with information, with the suppliers and directly with the brand. Next, the relationship of people that use that form of commerce was explored and described by identifying the emotions and thoughts involved in an online shopping process. Thus the desire to evaluate the influence in the fashion industry and in some of the companies that offer these shopping alternatives.Publicación Medición del impacto de la experiencia del cliente en la adopción de productos financieros, un enfoque basado en ciencia de datos y machine learning(Universidad EAFIT, 2025-10-22) Andrade Franco, Manuel Alejandro; Almonacid Hurtado, Paula MaríaPublicación Plan de mercadeo Spirito(Universidad EAFIT, 2025) Tous Mendoza, María Fernanda; Henríquez Diaz, Ángelica María