Examinando por Materia "Comportamiento del consumidor"
Mostrando 1 - 13 de 13
Resultados por página
Opciones de ordenación
Ítem Actitudes respecto de la moda sostenible en jóvenes de Medellín que inciden en la toma de decisiones de consumo(Universidad EAFIT, 2022) Yepes Paz, Camila; Orejuela Gómez, Johnny JavierÍtem Elementos de cambio para tener en cuenta en la estrategia y la estructura financiera del modelo de negocio del Parque Salitre Mágico ante los cambios en el comportamiento de los consumidores en el nuevo normal(Universidad EAFIT, 2022) Fonseca Corredor, Blanca Janeth; Orozco Echeverry, César AugustoÍtem Estrategia para incentivar la participación de Conestec SAS en el mercado(Universidad EAFIT, 2019) González Franco, Mauricio; Gutiérrez Soto, Alejandra; Villegas Gómez, JulianaThe purpose of this research work is to generate proposals that encourage the market participation of the construction company Conestec SAS, based on the analysis of factors that influence the decision making of buyers in the acquisition of new housing in Risaralda, and its interrelation with the internal evaluation and the environment of the organization, thus achieving a mixture of knowledge that benefits the company, the construction sector and the academy. First, a study was carried out through primary and secondary sources, starting with a review of the literature on the key concepts in researching: strategy, competitive advantages, strategic analysis tools, brand positioning, consumer behavior, purchase intention, and influencing factors in the home purchase decision. Subsequently, the analysis of the results obtained in the field work is carried out, through surveys applied to a sample of 96 people located in the department of Risaralda with strata greater than or equal to three, as well as an internal study and the environment of the company, through the SWOT matrix strategic analysis tools, PESTEL environment assessment, and Porter's five forces. Finally, a general analysis is made relating the results of the different sources of information, which shows the current situation of Conestec SAS, in relation to its environment and consumer behavior regarding with the issue of home purchase. The results showed that consumers' home purchase decisions vary according to intrinsic and extrinsic factors of the property, demographic such as marital status and age, as well as the composition of the family nucleus, all of which influence the preference of a decision over another at the time of purchase of a property in the department of Risaralda. Additionally, Conestec S.A.S has significant strengths through which it can meet the needs and expectations of the target market, considering its experience and trajectory in the construction of housing as an outstanding competitive advantage. According to the above, a strategy was designed to improve the organization’s market share of the, which was determined by analyzing the results of the sources of information used. Finally, this work is a source of information for future research, which allows strengthening the corporate strategies of companies, motivating the generation of competitive advantages to offer added value that encourages the development of companies in the construction sector.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 Evaluación de la viabilidad comercial de la apertura de un punto de venta de ropa importada para mujeres en la Vía Primavera de la ciudad de Medellín(2019) Marín Suárez, Yeny Alexandra; Ceballos Ochoa, Lina María; Restrepo Reyes, NataliaThis market study seeks to evaluate the commercial viability of creating a business project for the marketing of imported clothing for women between 25 and 60 years of age. This is due to a previously identified business opportunity based on a need not covered by the competition. For this, one of the specific objectives of this study is to know the ideal location for the opening of a store that would offer the market imported clothing of high quality, comfort and exclusivity for women who love fashion, design and novelty. In addition, this study seeks to understand the buying behavior of such audience. To obtain information about the behavior, attitudes and consumption habits in this market niche, a qualitative methodology is used with three focus groups with 21 participants. A finding of this investigation in relation to the attitudes of women, where they stated that it is not important that the clothing be branded or imported at the time of making a purchase decision, however, when we ask them which brands they use or have purchased, claimed to have in their wardrobes mostly branded clothing. It is expected that this finding, among others, will support brands and businesses interested in knowing the attitudes of women when buying clothing, as well as their behavior and their way of thinking; triad that shows what the true potential of this market is.Ítem Impacto que tiene el visual merchandising en el punto de venta en las decisiones de compra de bebidas en el canal tradicional de Medellín(2018) Londoño Cuervo, Felipe; Botero Cardona, Andrés; Mejía Gil, María ClaudiaDespite the evolution of shopping behaviour in recent years, with the entry of new supply channels and technology development, Colombia has been characterized for being strongly linked with his cultural heritage refering of how they do their shopping, where the neighborhood store still being the principal consumption channel in the country and a very important income for many families. Based on those reasons, for Colombian´s its vital to get to know and understand how does visual merchandising affects the shopping decisions in the traditional channel, that’s the main purpose of this thesis. This study used a mixed methodology to analise the consumers of drinks and sodas in neighborhood stores located in middle class neighborhoods in the city of Medellín; on one side, we used cualitative techniques as observation in 6 neighborhood stores, afterwards, we complemented the study with neuromarketing techniques with 27 eye tracking studies. This techniques were used in order to fully comprehend the visual impacts in consumers when encountering different visual merchandising within the neighborhood stores. With this study we were able to increase the information of the local consumer and its relationship with the visual merchandising, contributing to mass comsuption companies to decide if they should or shouldn’t use these type of materials. Along the paper we could find evidence that consciously and not consiously, publicity applied dirrectly in the neighborhood stores influences consumer behaviour. 52 % of the analized consumers change their decision when encountering visual mernchandising used by these companies inside the selected stores.Ítem Influencia de la música y el branding sonoro en el comportamiento de compra del consumidor en entornos de retail : un estudio de caso en maxi oferta(Universidad EAFIT, 2024) Prieto Múnera, Mateo; Calderón Viana, John Albeiro; Sepúlveda Cano, Lina María; Peña Palacio, Juan AlejandroÍtem The Medellin Consumer: LOCAL OR GLOBAL? A PSYCHOGRAPHIC APPROACH(Universidad EAFIT, 01/06/2003) Yaromir Muñoz Molina; Juan Gonzalo Londoño Jaramillo; Universidad EAFITÍtem Motivaciones implicadas en la toma de decisiones de compra de servicios de consultoría de marca(Universidad EAFIT, 2021) Pérez Fernández, Sara Cristina; Saldarriaga Sierra, Adriana Marcela; Acevedo Mejía, Érika CristinaÍtem Motivadores de consumo de café ambulante en la ciudad de Medellín(Universidad EAFIT, 2023) González Restrepo, Sebastián; Valencia Montoya, Candelaria; Acevedo Mejía, Erika Cristina; Piedrahita Gil, Juan DavidThis research aims to identify the motivators that lead consumers to purchase coffee from street vendors in the city of Medellín, given that it is currently a topic that has been explored to a limited extent: coffee and street vending. The purpose is to use the information obtained to implement TintiGo (a business idea for selling origin coffee through street vendors developed by Marketing Master’s students from EAFIT University). To achieve the research objectives, three specific goals were developed: to identify the attributes that consumers in Medellín and its metropolitan area consider when buying coffee from street vendors, to determine their satisfied and unsatisfied needs, and to propose recommendations for the implementation of a street coffee vending business. To achieve these goals, a literature review and analysis was conducted, followed by a qualitative study involving interviews with consumers of street coffee through a questionnaire that included aspects related to the categories defined by the research objectives, and finally an analysis of the information obtained. Among other findings, this research revealed that for street coffee consumers, the main motivators for purchase are taste and hygiene, both of the drink and of the place where it is prepared, with the latter being a determinant factor in inhibiting their purchase.Ítem Plan de mercadeo : proyecto de economía circular en el sector textil OFFCORSS REMADE: C.I. HERMECO(Universidad EAFIT, 2023) Osorio Jurado, Juan Alejandro; Henríquez Díaz, Ángela MaríaÍtem Propuesta para la definición de una estrategia de mercadeo digital que fomente la bancarización y la inclusión financiera en Medellín y Bogotá(Universidad EAFIT, 2023) Pineda Arango, Adriana; Núñez Jiménez, Vanessa; Uribe de Correa, Beatriz Amparo; Londoño Vélez, NataliaÍtem Teoría y modelos en los pronósticos de ventas(Universidad EAFIT, 1965) HauK, James; Universidad EAFIT