Examinando por Materia "Inhibidores"

Mostrando 1 - 7 de 7
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    Experiencia del visitante profesional en eventos pospandemia en la ciudad de Medellín
    (Universidad EAFIT, 2023) Franco Molina, Laura Juliana; Liscano Rivera, Doria Constanza; Bejarano Botero, Luis Mauricio
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    ¿Los emprendedores del sector moda en Medellín le apuestan a la sostenibilidad? Un estudio sobre las motivaciones y los inhibidores para adoptar estrategias de mercadeo verde en los negocios
    (Universidad EAFIT, 2022) Castro Carvajal, Emelly Vanessa; Acevedo Mejía, Érika Cristina
    This project was born from the interest to investigate the adoption of green marketing strategies inside fashion businesses, which are oriented to the compliance of the 2030 agenda proposed by the UN and adopted by the Colombian government as a member country. This commitment comes along with the challenge of generating mitigation actions against global warming, the promotion of life quality assurance for all citizens as well as economic prosperity, ethical and transparent, also, comes with a great responsibility from the central government in which several sectors such as business corporations, academic and many communities can adhere to the cause. In the following thesis, we present a study in which its main objective is recognize motivations and inhibitors of the entrepreneurs in the fashion sector, located in the city of Medellin, so they can develop green marketing strategies that can boost sustainability. In order to achieve this purpose, four main objectives were developed. First, understand the sector's motivators in order to embrace and implement this strategies, second, know the inhibitors that can affect the implementation of this tactics, third, determinate the sector's necessities, lastly, identify the cost that this companies will be willing to pay in order to receive consulting services for the implementation of green marketing strategies in their entrepreneurships. In order to comply with this objectives, a qualitative investigation was performed, through several deep and extensive interviews to entrepreneurs from various sectors, located in Medellin and with a age range from 20 to 45 to years old, this individuals also had a socio-economical level of 3, 4 or 5 (according to the Colombian rank of socio-economical division). This investigation is presented in order to opt the title of marketing magister from the EAFIT University. Also on a business level it will help Fundación Evolutiva (pro sustainable development NGO) to take actions and implement a green marketing line for the correct support of the entrepreneurs from Medellin.
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    Motivadores de compra de bicicletas de montaña eléctricas eMTB en Manizales, Colombia
    (Universidad EAFIT, 2022) Zamora Arroyave, Héctor Santiago; Arango Pérez, María Camila; Agudelo Calle, Jhonny Alejandro
    The constant evolution of the sport and specifically of the cycling category in the world and particularly in Colombia as a country of high cycling culture due to its exponents in international races, make the country an active place where cycling is practiced in all its forms and categories, partly thanks to the topography of the various lands that are close to the main cities throughout the national territory. Between the practice of cycling at the national level and the acceptance of new innovative technologies among Colombian cyclists, the objective of this research was aimed to identify the main motivators for purchasing electric mountain bikes among current users of the product in the city of Manizales, with the purpose of identifying relevant aspects of the product purchase process, covering needs and inhibitors detected among users that can be considered as a source of base knowledge for future studies of the category. To achieve this, a documentary review of the cycling and e-bikes category and in-depth interviews to men a women between 40 and 60 years old were carried out, which allowed us to identify as a result the strong hedonic factor in the purchase decision making of these users, bases mainly for need of satisfying their need of enjoyment and pleasure. Where technology and the amplification of emotions play a crucial role in the purchasing process.
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    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 David
    This 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.
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    Motivadores de la generación Z para incursionar en el metaverso
    (Universidad EAFIT, 2024) Bedoya Giraldo, Alejandra; Romero Arango, Juan Pablo; Ceballos Ochoa, Lina María; Aristizábal Giraldo, Juan Camilo
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    Motivadores e inhibidores de compra de productos agrícolas en canales digitales en Bogotá, Colombia
    (Universidad EAFIT, 2022) Romero Sanabria, Jaime Alberto; Alba Cornejo, Diana Carolina; Muñoz Molina, Yaromir de Jesús; Lalinde Arango, Verónica
    This document shows the motivators and inhibitors that drive or inhibit Bogotanians to materialize a purchase through online channels of agricultural products, specifically fruits and vegetables. Taking into account that; for this category, there is limited information for decision makers shopping through online channels. Quantitative exploration is considered timely through surveys applied to 427 Bogotanians belonging to economic strata 2 to 6. Based on the need to promote new strategies; such as mass digital channels, diversify them, and open new media in the marketing of agricultural foods. Food purchases supported by new technologies; allow exploring the opportunities of electronic commerce focused on agriculture, to massify the marketing of their products through digital channels, in a more effective way. Among the main results the confirmation evidenced by the quantitative exploration stands out. On the theories exposed by various authors; who mention sensory factors as inhibitors of online shopping, particularly there is an important need to smell or touch food as well as be able to tell with more precise information the maturation time of an item or size according to what is desired at the moment. On the other hand; speaking of motivators, knowing the good experience of other buyers and comfort constitute important motivators for the purchase of fruits and vegetables online, with which there is an important input when generating suggestions for alternative media marketing of fresh food.
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    Motivadores e inhibidores de compra en pinturas arquitectónicas premium en la ciudad de Medellín
    (Universidad EAFIT, 2021) Escobar Gaviria, Juliana; Moncada Cárdenas, Juan Pablo; Muñoz Molina, Yaromir De Jesús; Mejía Gil, María Claudia
    This research is carried out to find out which are the motivators or inhibitors of the purchase of Premium paints in people from stratum 4, 5 and 6 in Medellin, between 30 and 65 years old and who have had a close experience with the paintings in the last year, being decision makers to purchase them. This target is chosen because, in these stratum and ages, there are the largest decision makers to purchase premium paint for their homes or businesses. The research is carried out in a context of atomized market and with products that differ less from the competition and in a category what is very far from the consumer. This has generated an increase in the supply of paints from different brands and the loss of market share of the leading brands. Due to the above, we want to know in depth, what are those factors that affect the purchase or the abstention from buying paint that exceeds the average market price. The research method consists: in-depth interviews with a sample of the subjects. With the results, it is expected to develop knowledge for the category of Premium paints in the medium and long term. As the main research findings, it is found that the most common is self-satisfaction and the well-being of the people with whom one lives, since through having a beautiful, arranged space that reflects harmony, they manage to demonstrate their interest in the other. At the time of inquiring about the point of sale that the target people of the investigation frequent most, we found that large stores such as Homecenter play an important role in the purchase decision, as well as specialized stores. As for motivators, the main one for a Premium paint buyer is to see a project materialize that involves a place to which they want to give identity and that transmits a sense of home, therefore, security The inhibitors of starting a project for buyers are as such directly related to the product, as it deserves to be bothered for a period of time. The price variable plays an important role, because although premium paint is related to quality and durability, it does not stop impacting budgets and is visible in decision-making.