Examinando por Materia "COMPORTAMIENTO DEL CONSUMIDOR - COLOMBIA"
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Publicación Análisis descriptivo de las medidas de tratamiento adoptadas por Almacenes Éxito(Universidad EAFIT, 2026-04-22) Arias Muñoz, Yuli Paulina; Ramírez Barrios, Daniel; Villanueva Herra, Eduart HumbertoPublicación Aproximación para personalización de interfaces basado en datos históricos en un caso aplicado de la banca(Universidad EAFIT, 2025) Vergara Marín, Natalia Andrea; Arbeláez, Juan CarlosThis project proposes an approach to generate personalization proposals through a user grouping model based on pattern identification in transaction history, with the aim of improving each user's experience by allowing them to view options that suit their particular needs. The project has two stages: the development of the user grouping model using machine learning (ML) algorithms through the CRISP-DM methodology, achieving a result of six user clusters with a silhouette coefficient of 64%, which represents adequate cohesion and distinguishable patterns; and secondly, the development of personalized proposals using the design thinking methodology. This was the result of a case study applied to a digital channel of a financial institution in Colombia, where, based on customer validations, a 90% favorability rating was obtained in terms of the perceived value of the proposal made for the specific cluster of each group, with an average of 30% more compared to the control variants.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 Construcción de una marca personal sostenible en la industria de la moda(Universidad EAFIT, 2026-03-26) Henríquez Guerrero, Lizeth; Maya Sierra, Santiago; Ceballos Ochoa, Lina MaríaPersonal branding is a brand built from an individual that offers a differential value based on what makes them unique. In the case of a fashion personal brand, this differential value generally lies in what makes a designer unique. Various studies have determined that personal brands influence satisfaction and employability, among other factors. Likewise, sustainable fashion, including movements such as slow fashion, continues to experience significant growth and tends to consolidate its relevance in purchasing decision-making in the coming years. The objective of this thesis is to integrate sustainable fashion into personal branding through the redesign of the brand-building model applicable to a sustainable fashion personal brand. The ultimate purpose is for sustainable fashion personal brands to access a tool that allows them to build powerful brands to attract fashion lovers, motivate fast fashion consumers to use this type of product, and effectively reflect the circular economy in their proposals. This exploratory and descriptive study, based on a qualitative method, focused on primary data from fashion lovers, and from experts in the industry and in sustainability topics. This allowed for a deeper understanding of Keller’s brand model and to adapt it to guide the construction of a successful and well-positioned sustainable fashion personal brand in the market.Publicación Direccionamiento estratégico de una empresa comercializadora(Universidad EAFIT, 2026) Rojas Gómez, Sandra Carolina; Palacios Toro, Ingrid Yined; Delgado Restrepo, Ricardo de JesúsTrading companies represent a solution for multiple clients who require comprehensive services within their supply chain, ranging from the search for product alternatives to delivery, all while ensuring compliance with the required quality standards. In the absence of a clear value proposition directed at clients, the likelihood that they will carry out their import processes directly becomes quite high. Although there are various external and internal factors that are decisive in the commercialization process, it is essential for a trading company to possess in-depth knowledge of its environment, the megatrends shaping the market, and the real needs of its clients. This research aims to collect primary data through interviews with experts, trading companies, clients, and potential clients, as well as secondary data such as PESTEL analysis and the review of macro trends, among others. The objective is to identify the optimal business model, competitive strategy, and clear value proposition for a trading company, from communication methods to the most valuable added attributes, such as quality, innovation, logistical efficiency, and financing.Publicación Diseño de un plan de mercadeo integral para la inmobiliaria Bolsa Raíz en Pereira : fortalecimiento del posicionamiento y experiencia de cliente(Universidad EAFIT, 2026) Hincapié Botero, Mariana; Idárraga Montoya, Isabela; Valencia Herrera, Elizabeth CristinaPublicación El aprendizaje del consumidor en el proceso de compra : un estudio sobre las marcas de moda premium en Medellín(Universidad EAFIT, 2026-04-12) Zapata Barrera, Juan Pablo; Acevedo Mejía, Erika CristinaPublicación Estrategia de adaptación de Toyota en Colombia frente a la competencia de vehículos eléctricos e híbridos de origen chino(Universidad EAFIT, 2026-01-26) Guzmán Arismendi, Juan David; Mateus Alfaro, Norelly Tatiana; González Pérez, María Alejandra; N/APublicación Factores motivacionales decisión de visita concesionarios AKT(Universidad EAFIT, 2025) Arévalo Londoño, Sara; Atencio Hoyos, Diego Fernando; Mejía Gil, María Claudia; Botero Cardona, AndrésThis research studies the factors that motivate or inhibit consumers from visiting motorcycle dealerships in a context where digitization and omnichannel retailing have transformed purchasing processes. Using a qualitative and descriptive approach, it analyzes the levels of involvement, perceptions, and key factors in the decision to visit an AKT dealership in the city of Medellín. The methodology implemented combines 21 semi-structured interviews with visitors to the main showroom of this motorcycle brand with an observational analysis (participant and non-participant) that recorded 30 visits. It found that the salesperson’s attention is a decisive factor in the choice of dealership. Likewise, it was determined that the purchase decision is strongly influenced by social factors, as evidenced by the high frequency of visits in company (66 % of recorded visits). The key motivators are functionality (mobility and economy of spare parts) and the fulfillment of an emotional dream. In contrast, delays in service were identified as a significant inhibitor that discourages customers. These results show that, in the automotive sector, the customer experience at dealerships is a decisive factor that mitigates mistrust related to fears of scams or functional or quality risks in online channel sales. This understanding will enable companies to optimize their marketing strategies and improve the customer experience in a post-pandemic scenario of digital transformation, especially by leveraging the showrooms as an essential validation space for previously informed customers.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) Andrade Franco, Manuel Alejandro; Almonacid Hurtado, Paula MaríaPublicación Modelo de fidelización estratégica para Elcielo Hospitality Group(Universidad EAFIT, 2025) Arango Ruiz, Alejandra; Guzmán Celis, Camilo; Valencia Herrera, Elizabeth CristinaPublicación Motivadores e inhibidores para plataformas digitales en sector automotriz(Universidad EAFIT, 2026-03-06) Arango Muñoz, Juan Nicolás; Jurado Parra, Laura; Higuita Olaya, Daniel; Lizcano Rivera, Doria ConstanzaAdvances in digitalization technologies have brought about progressive changes in how customers interact with brands and their various touch points. These dynamics are not foreign to sectors that, due to the nature of their products and services, developed predominantly face-to-face models, such as the automotive industry. Customer adoption of digital platforms in purchasing decisions involving a high level of involvement is not uniform and requires effort from the brands that implement them. When a consumption decision involves a significant financial investment and a high symbolic value, tensions arise related to trust, perceived risk, and the need for physical validation of the product. These tensions directly influence how customers use the available digital platforms during their decision-making process. The purpose of this research is to understand the factors that influence the interaction between customers and digital platforms in the automotive sector. The focus was not only on identifying facilitating elements but also on recognizing those aspects that act as inhibitors within the process. Regarding the methodological approach, the study was developed with an exploratory and analytical focus. Data collection was carried out through semi-structured in-depth interviews with twelve individuals with varying levels of digital experience and different degrees of involvement with the automotive industry. These differences allowed for the exploration of diverse perceptions, practices, and specificities regarding the use of digital platforms. During the analysis, it was necessary to organize the findings according to predefined categories and through analytical matrices, which allowed for the coding of information and the comparison between comments and responses. This coding was done taking into account that not all interviewees addressed the topics with the same level of depth and understanding that the interpretation of the data required considering the heterogeneity of their experiences. It became evident that interaction with digital platforms in the automotive sector cannot be explained solely by the interviewees' level of technological familiarity: the management of perceived risk and the need for cognitive control emerged as central elements within the decision-making process. The results suggest that trust is not built immediately, but rather develops gradually throughout the customer journey. In this study, digital platforms were primarily conceived as support tools for exploring alternatives, comparing options, and reducing pre-purchase uncertainty, rather than as channels geared toward directly closing the transaction. Similarly, the expectation of a hybrid journey was identified, in which the digital environment serves a preparatory function, while the in-person experience becomes relevant as a final validation stage. Among the factors that inhibit digital interaction were the inability to conduct physical product inspections, the lack of clear signals of formality and institutional support, and the perceived complexity associated with information overload. These elements can negatively influence users' willingness to progress within the digital environment. The findings should be interpreted within the qualitative scope of the study. However, the results provide empirical evidence for understanding how digital platforms are used in high-involvement contexts within the automotive sector. This work provides relevant input for the design and development of digital solutions that consider, in an integrated manner, the functional and emotional aspects involved in the user's decision-making process.Publicación Motivadores para elegir al hotel Barikoke como destino turístico en Colombia(Universidad EAFIT, 2026) Lince Gómez, Laura; Bilbao Rueda, Laura; Mejía Gil, María Claudia; Gaviria Rincón, María JoséAlthough a wide variety of studies related to tourism have been identified, few have focused on the motivations behind tourist choices in the municipality of Moñitos, Córdoba (Colombia). This qualitative study was conducted through 16 semi-structured interviews aimed at identifying and exploring the motivations, expectations, and experiences related to tourism in this municipality, and specifically in the Barikoke Hotel. The interviews were carried out with individuals from socioeconomic strata 4 and 5 in the city of Medellín, Colombia. For the purposes of this research, four different profiles were identified: 1. Current Customer (CA): represented by people who have visited the hotel once or several times. Among the main findings for this profile, it can be deduced that this group likes almost everything about the hotel, from its amenities and price to the tranquility it offers. For this reason, they consider it the ideal vacation destination and return whenever possible. 2. Dissatisfied Customer (CD): characterized by people who visited the hotel once and did not have a pleasant experience. Among the main reasons they would not return is its remote location, which makes it time-consuming to reach. Additionally, half of the dissatisfied customers interviewed experienced water and electricity outages and also believe that Barikoke lacks a clear brand identity. 3. Local Visitors (VZ): These visitors are drawn to the municipality by their familiarity with the area, as it aligns with their routines and lifestyles, whether it's walking, exercising, spending time with family, or enjoying quiet activities. For them, the area represents a comfortable and accessible space that allows them to maintain their daily habits, making them receptive to discovering new options as long as they fit their daily life and offer an experience consistent with their expectations. 4. Non-Visitors, Non-Customers, Beachgoers (NVNCM): These visitors are characterized by having little connection to the area and do not consider it in their vacation plans, as they prefer more urban or practical activities. They also perceive Moñitos as a distant destination and are unaware of its advantages.Publicación Percepción del riesgo financiero, sesgos cognitivos e incertidumbre política en la adopción de la banca digital un estudio en adultos de Medellín(Universidad EAFIT, 2025-11-14) Cruz Prado, Arturo; Montoya Vanegas, Miguel Ángel; Echeverri Álvarez, JonathanStudy conducted with banked older adults in Medellín (50–75 years old) that analyzed how the perception of financial risk and cognitive biases are articulated with political uncertainty in the adoption of digital banking as opposed to traditional banking. A conservative–adaptive pattern was evidenced, operationalized as a high and sustained intention to use digital banking for routine operations, with low-to-moderate and situational perceived risk that activates security thresholds and pathways in response to signals of ambiguity. The biases (status quo, loss aversion, availability) do not block adoption but modulate its pace, favoring a phased incorporation. Political–economic uncertainty moderates expansion, especially in higher-value transactions, without reversing everyday use. The study integrates these dimensions into a coherent framework that delineates the conditions under which digitalization progresses in this age group and suggests directions for future methodological deepeningPublicación Plan de mercadeo Spirito(Universidad EAFIT, 2025) Tous Mendoza, María Fernanda; Henríquez Diaz, Ángelica MaríaPublicación Segmentación de clientes usando el algoritmo k-means para una cadena colombiana de restaurantes de comida rápida(Universidad EAFIT, 2026-03-27) Castañeda Betancur, María Paula; Giraldo Gómez, Felipe; Salazar Martínez, Carlos Andrés