Repositorio Institucional Universidad EAFIT ::Examinando por Materia "Camisetas"

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Motivaciones de compra de camisetas en jóvenes centeniales en la ciudad de Pereira, Colombia
(Universidad EAFIT, 2023) Buitrago Bedoya, Omar; Koock Obando, Mauricio; Agudelo Calle, Alejandro; Londoño Vélez, Natalia
This research focuses on the motivations that influence the T-shirts purchasing decisions of young centennials. The perspectives and experiences of ten students from 14 to 19 years old, belonging to socioeconomic strata 1, 2 and 3, from nine Educational Institutions in Pereira, Colombia, are explored. The methodological approach is qualitative and exploratory, using semi-structured interviews to collect data. The results highlight the importance of comfort, durability and personal style needs as key factors in the choice of t-shirts for this demographic group. Likewise, the investigation into the emotional aspects allowed us to identify the sensation of sensory reward when acquiring a garment, linked to feelings of happiness and gratification. Socially, an identification with groups, a search for authenticity and an expression free of labels was observed, which becomes a significant purchase motivation. These findings reveal a complex intersection of motivations that guide the purchasing decisions of the population studied.
Plan exportador : Confecciones Millar S.A.S.
(Universidad EAFIT, 2024) Grignard Almeida, Jean Francois; Henríquez Díaz, Ángela María