Examinando por Materia "Eye Tracking"

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    Ítem
    Análisis de la viabilidad para la venta de vestidos de baño en redes sociales y comercio electrónico
    (Universidad EAFIT, 2018) Gómez Ruíz, Nicolás; Monroy Osorio, Juan Carlos; Rojas de Francisco, Laura Isabel
    Social networks and digital media, according to Stokes (2013), have become the new way to explore content and connect with customers; Digital marketing has the same purpose, intentions and objectives as traditional marketing -- With this in mind, Granadina Beach Moments a Colombian company founded in 2010 that operates in the area of beachwear and that according to its business vision works with high quality inputs that are seen in the use of imported fabrics, manual work and color as protagonists, was raised as a case in which from an entrepreneur perspective has been able to verify that the business extends to the digital plane -- With this research work, the feasibility of converting a company selling swimwear into an e-commerce was analyzed; by means of quantitative methodologies, such as monitoring the main key performance indicators (KPIs) in sales and in digital media using tools such as Google Analytics and social listening, to identify their behavior in relation to sales objectives, and qualitative tools, such as in-depth interviews, focus groups, experience map, eye tracker, wise cluster, cognitive walkthrough, about the experience in the web portal -- The results show the feasibility of converting the company that is being studied in an e-commerce, from aspects related to the purchase experience, the value to execute it and the percentage of conversion
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    Ítem
    Los empaques plegadizos como influenciador de compra en los productos de cuidado femenino
    (Universidad EAFIT, 2018) Londoño Echeverri, María Camila; Botero Cardona, Andrés; Mejía Gil, María Claudia
    In recent years, packaging has become essential for the interaction between the brand and consumers -- With this investigation we sought to know the role of packaging in the decision to buy tampons by women in the city of Medellin, between 25 and 40 years old, from strata 4, 5 and 6 -- The main relevant packaging attributes with a greater relevance when making the purchase of these feminine products, were analyzed -- (Attributes were analyzed of packaging that have a greater relevance when making the purchase of these feminine care products) -- The method used to carry out this exploratory investigation was a mixed method -- Four focus groups were studied, 12 exercises of Eye Tracker were carried out, accompanied by 12 interviews and then the analysis of the information was carried out under an Excel analysis matrix -- The following aspects were identified as the most relevant: the brand, the packaging functionality, the graphic design and the promotions -- The environmental factor was also highlighted in an important way -- With this research it is expected that the professionals that are related to the development of packaging or sale of these products find relevant information for their development and sales arguments to achieve a successful packaging