Examinando por Materia "MARKETING"
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Ítem Aceptación de la estrategia “Home Try On” en E-commerce de gafas en la ciudad de Medellín(Universidad EAFIT, 2018) Velásquez Castaño, Catalina; Díaz Cadavid, Óscar de Jesús; Muñoz Molina, Yaromir; Arias Salazar, AlejandroThe “Home Try On” strategy is an alternative to solve one of the biggest fears of online purchase that is not receiving what is expected, generating a new experience of buying for customers that allows to know and have direct contact with the products before buying them -- This study aims to know the acceptance of the "Home Try On" strategy in e-commerce of glasses in the city of Medellin through qualitative and quantitative research to recognize the consumption habits of people and their perception of purchases over the internet, identify business success cases that use the strategy and pilot test results -- There is evidence of a generalized acceptance of the strategy by the study subjects, and identified the key factors that must be borne in mind when implementing the strategyÍtem Análisis del impacto del material P. O. P. en los puntos de venta de los distribuidores de los productos de la empresa Compañía de Empaques(Universidad EAFIT, 2017) Isaza Olarte, Juan Ricardo; Arias Salazar, Alejandro; Mejía Gil, María ClaudiaCompañía de Empaques sought, through a basic exploratory investigation, to understand the most important factors that boost customers to buy their product at the point of purchase -- Besides want to analyze the customer’s behavior before and after impacting these points with different types of POP material, to finally evaluate if the brand communication strategy called "La Mancha Verde" is impacting and influential for the final customer and thus replicate it in all the Colombian territory -- It was important for the research to understand the consumer behavior of these products at the points of sale, in order to arrive with the appropriate material and message -- The study audience were people who bought any product manufactured by Compañía de Empaques -- The tools used in this research, both qualitative and quantitative, complement each other to make the best decision and to conclude the favorability or not of expanding this project -- The research conclusions helps the vice presidency of the company to make the best decision of making the investment that is required to impact more than 100 points of purchase “AA” type and more than 4,000 “A” Type in the country, since it was found a sales increase in the two points of purchase where the strategy was implemented, supported with the structured poll and the observations session realized in the points of purchase, it was concluded that improving the products exhibition and impacting this points with colorful materials, helps to give better visibility to the brand that can generate impulse purchases to customers and top of mindÍtem Valor percibido en la experiencia de desarrollo conjunto de envases de vidrio(2018) Jiménez Herrera, Andrés; Gentilin, Mariano; Bejarano Botero, Luis MauricioThe customer experience literature often has a B2C approach; nevertheless, to assess the perceived value of customers in industrial settings several particularities should be considered -- The purpose of this research is to evaluate the value perceived by customers throughout the experience of conjoint development of glass containers -- To achieve this, a qualitative research was conducted aimed to identify the key components of the value proposition of one of the main players in the glass industry in Colombia -- Customer experience during the phases of co-ideation, co-design and co-testing was analyzed -- Then the value proposition was weighed against the actual value perceived by customers -- Results show that B2B customer experience entails a complex network of interactions and perceptions, hence its management must be holistic, not limiting its scope merely to one business process -- Recommendations are proposed to the enterprise for managing the customer experience from a value co-creation platform