Examinando por Materia "Calzado"
Mostrando 1 - 4 de 4
Resultados por página
Opciones de ordenación
Ítem Estudio para una estrategia de comunicación centrada en los valores agregados del sector cuero, calzado y marroquinería(Universidad EAFIT, 2020) Hoyos Maya, Juan Pablo; Rojas de Francisco, Laura Isabel; Parente Laverde, Ana MaríaCurrently the leather footwear and leather goods sector is facing an economic, labor and productive decline that is evidenced in the reports delivered by the Asociación Colombiana del Cuero, el Calzado y sus Manufacturas (ACICAM), where factors such as the entry of foreign products, the lack of planning, structure and conscious development in the design, and the little communication of the added values of the products made from leather (subsector where the greatest decrease occurs), have led the union to this situation. From the research and methodological work, we found what elements should have a communication strategy focused on the sector, based on the type of industry, products, context and consumers. We realized that the association that joins the sector, never developed a communication strategy focused on the final consumer of national products. For this research, a qualitative methodology is used, based on in- depth interviews with managers from the sector, experts in production and consumers of colombian footwear and leather goods. Finally, a communication strategy in proposed focused on the research findings, highlighting the importance of focusing the communication efforts from the union on the consumer, reinforcing the values of footwear and leather goods made in Colombia and the value that tanned leather has, following the protocols for the care of the environment, in the reduction of pollution generated by the sector.Ítem Exploración del rol de las emociones y el estado de ánimo en el proceso de decisión de compra del calzado.(Universidad Eafit, 2019) Arias Mejía, Andrea; Rojas de Francisco, Laura Isabel; Botero Cardona, AndrésAccording to Gross, Sheppes, & Urry (2011), a person’s mood or state of mind are the feelings that people carries, those feelings remain over time, and are manifested through internal stimuli, and as a result produce an emotion that can affect a person’s purchase behavior. The internal stimuli are related to thoughts, imagery, pleasure, entertainment, with sensations derived from physiological activity, or to a person’s thoughts and values (Sinha, Kinderman, & Moody, 2010) and manifest themselves through a triad of reaction, made up by physiological excitations (stimuli), body language, and subjective emotions related to a person’s mood or state of mind (Scherer, 2000). This exploratory investigation seeks to understand the connection between emotions and mood and the decision-making progress, regarding footwear purchases by women. To achieve it, this study relies on qualitative and quantitative methods applied to a test group composed by women from Medellín, Colombia, in order to establish the correlation between moods and emotions and their influence over the decisions in the process of purchasing footwear. The evidence shows the influence of emotions, moods, and personality and their effects in people’s experience have when purchasing footwear. This study can be used by professionals in the footwear marketing sector, interested in studying the decision-making process and creating long lasting links and connections with consumers.Ítem ¡Hola, zapatín con cola! : dime con qué andas ...(Medellín : El Colombiano, 1998, 1998) Restrepo Santamaría, Margaritainés, 1952-2008Ítem Plan exportador Wanderlust(Universidad EAFIT, 2021) Chávez Araoz, Sebastián Rodrigo; Henríquez Díaz, Ángela María; Uribe de Correa, Beatriz AmparoThe following work presents an export plan for the Wanderlust company, carrying out an investigation and analysis of its current situation, of its possible competitors at the international level and considering what could be the barriers that the company would have when trying to internationalize. Under an internationalization diagnostic model, a market selection study, an analysis of the product and a small approach to the marketing and price strategy; this work has the ability to deliver a considerable strategy for the growth of a company in the footwear sector in Colombia. The results shown by the analysis carried out will give the Wanderlust company the ability to make the decision to select the target country and thus enter a deeper study of the market in said country, in this way the logistics process is also studied and the possible scenarios that the brand could have when exporting. It is important to highlight that there are also the economic studies carried out, the number of variables that may affect or be in favor of a brand when entering a country, the possible risks and strengths of the countries and the brand under study in this plan exporter. All these studies and analyzes will lead to a strategic route to achieve the end of the export plan for the Colombian brand Wanderlust.