Examinando por Materia "COMPORTAMIENTO DEL CONSUMIDOR - ESTADOS UNIDOS"

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    Ítem
    Evaluación de la factibilidad para exportación y comercialización de vestimenta de la empresa colombiana Digitex Commerce S.A.S a Estados Unidos, mediante un estudio descriptivo y cualitativo, que permita conocer las condiciones del mercado y sus oportunidades de negocio
    (Universidad EAFIT, 2018) Rodríguez Peláez, Ana Milena; Roldán Yepes, Raquel
    Objective: To evaluate the feasibility for export and commercialization of clothing of the Colombian company Digitex Commerce S.A.S to the United States, through a descriptive and qualitative study, which allows to know the market conditions and their business opportunities. Method: This research is qualitative, descriptive, with a method of study based on the exploration of the wholesale clothing and apparel market, with online sales, in the United States, who are your potential customers and possible competition. The instruments to be used to carry out this research will be studies carried out by other authors on similar topics, two semi-structured interviews with advisors from Procolombia and an official from the Chamber of Commerce of Pereira. The databases Trade Map, Procolombia, Euromonitor will be used. , Legiscomex, World Bank. Finally, consultations will be carried out via email with the Colombian American Chamber of Commerce and the Colombian Chamber of Electronic Commerce. The study procedure will be carried out in four different phases: I. Internal analysis of the company, II. Recognition and analysis of the target market, III. Legal and regulatory environment: free trade agreements, trade barriers, bilateral relations, etc. IV. Identification of strategic export allies, V. SWOT Analysis, Conclusions and recommendations. Research objectives: Analyze the characteristics of the US market, opportunities and trends in the marketing of clothing, Consult the conditions of access to the US market and legal requirements for the export of clothing, Identify strategic allies according to cost / service, the processes included from the promotion of the product to the delivery to the client, perform an analysis of the internal and external environment of the company, its advantages and weaknesses for entry into the US market, taking into account the information obtained. Research question: This research aims to answer the question Is it feasible for the Colombian company Digitex Commerce S.A.S. export and sell clothing to the United States through its online store alpormayorenlinea.com? Results: The results of this research will allow the company Digitex Commerce S.A.S. determine its decision to enter the US market, taking into account the conditions, demands, threats and market opportunities, in addition to the operational costs of this new opening of borders.
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    Ítem
    Exploración del mercado estadounidense de consumidores de ropa interior deportiva colombiana
    (Universidad Eafit, 2019) Adarve García, Carolina; Ceballos, Lina María; Rojas de Francisco, Laura
    This research sought to know the American consumers of sports underwear. To achieve this goal, a survey is conducted online, with a sample of 145 American consumers who evaluated the characteristics of sports underwear, the importance of these in their purchasing decisions and the perception they have about the country brand of Colombia, based on concepts such as attitudes, purchase decision and product qualities. As a result, it was found that millennials (men and women between 21 and 40 years old) are the generation that cares most for their underwear and, specially, that it is made of 100% cotton, which makes them an ideal market for this category. Likewise, within the most relevant characteristics when choosing underwear are the functionality (usually related to comfort), the material and the design. Unlike the previous characteristics, the price has little influence on the purchase decision. Most respondents report a positive attitude toward the country brand of Colombia, but not at in a high level, so it is recommended to avoid focusing on this communication during marketing efforts of this category in the United States. The findings provide information on important factors in the decision making of American consumers in relation to sports underwear, to achieve successful developments and sales of these products in the United States.