Examinando por Materia "MERCADEO - INVESTIGACIONES"
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Ítem A systematic literature review of the concept of aesthetic taste : a research agenda(Universidad EAFIT, 2021) Agudelo Moná, María Camila; Ceballos Ochoa, Lina María; Maya Castaño, Jorge HernánÍtem Agencia de consultoría en mercadeo para emprendedores y pymes en el eje cafetero(Universidad EAFIT, 2023) Valderrama Narváez, José Eduardo; Gómez Restrepo, Laura Lizeth; Arias Cuesta, Lina María; Sepúlveda Cardona, Edwin AndrésBased on the problems identified in the sectors of entrepreneurs and pymes in Pereira city, which has a great impact on the economy of the Coffee Region, where there is evidence of a high number of such companies that close in their first year of opening and considering that in the Chamber of Commerce of Pereira there are no consulting companies registered in the 2021 business census of traders. Therefore, this study provides a comprehensive overview of marketing status in the sample taken, as well as important information regarding the value proposition for the creation of the marketing agency / accelerator for entrepreneurs and pymes in the Coffee Region, considering the impact on the regional economy. For this purpose, a mixed non-probabilistic exploratory study was conducted with data analysis employing three methods that allowed the triangulation of the information through in-depth interviews with experts, surveys with multiple choice questions and systematic review of indexed journals. This rigorous approach adds credibility and consistency to the study. Consequently, the results obtained reveal the specific needs of pymes in the Coffee Region and provide valuable insights and recommendations to address and mitigate this is and provide valuable insights and recommendations to address and mitigate this issue.Ítem Análisis de la evolución de la Neuroeconomía en la Toma decisiones(Universidad EAFIT, 2016) Cortés Bernales, Edgar; Castillo Parra, Henry; Uribe de Correa, Beatriz AmparoLa investigación se ha orientado, partiendo del origen y la evolución de la neurociencia, hacia los efectos que otorga la toma de decisiones, donde la interdisciplinariedad existente en la neurociencia, nos muestra una complementariedad e “integración” entre diversas disciplinas, que permite el reordenamiento de los saberes y dar cabida a nuevos planteamientos científicos -- Contamos por una parte con las ciencias cognitivas, las cuales tienen su origen en seis disciplinas: la lingüística, la filosofía, la inteligencia artificial, la psicología, las neurociencias y las ciencias sociales (teoría de la comunicación, la economía, la antropología y la teoría de la decisión) -- Dentro del desarrollo de esta ciencia unificada salta a la palestra el hecho de la toma de decisiones, que es producto de las actividades cerebrales que van correlacionadas al comportamiento humano -- A partir de la anterior premisa surge el concepto de la neuroeconomía, la dualidad cerebrofunción y conducta económica, originando la toma de decisión ante las múltiples alternativas de elecciónÍtem Análisis de los efectos de las acciones de endomarketing aplicadas a los empleados de la Universidad EAFIT(Universidad EAFIT, 2021) Gómez Zapata, José Daniel; Rojas de Francisco, Laura IsabelThe demographic change that humanity is undergoing leads organizations to rethink their administrative processes, as well as their relationships with stakeholders, and one of them is their human capital. This is where the relevance of endomarketing strategies becomes very valuable when it comes to connecting human development with the achievement of the goals set. The purpose of this research proposal was to analyze the current state of the endomarketing actions implemented by Universidad EAFIT, by means of a mixed exploratory study that gathers different techniques of information gathering, with the participation of the employees with labor contract of the University, and with the accompaniment of the Department of Employee Development, and intended to offer conclusions and suggestions that allow reorganizing and focusing actions that generate greater value and that go towards the interests of the University and its collaborators. Likewise, and in the same way, we sought to know the current state of EAFIT in relation to different private universities located in Medellín. This study contributes to one of the guiding principles set forth by the University in its 2030 itinerary, where "Growing with the employee", is set as an objective to be achieved.Publicación Análisis de los procesos de adopción de herramientas tecnológicas de automatización para marketing en empresas de software as a service(Universidad EAFIT, 2024) García Zapata, Germán Alonso; Sepúlveda Cardona, Edwin AndrésCurrently, marketing operates in a scenario of hyperconnectivity and micro-interactions with the consumer or user, which has gained strength thanks to digital innovations and the transformation to a service-based economy. This landscape poses a challenge for the marketing field, as the same hyperconnectivity has led to intense competition for media across different available channels, as well as a need for personalization and segmentation in customer interactions that is difficult to achieve without scalable technologies that address the challenges of handling large volumes of data. Considering the implementation of Marketing Automation technologies as a strategic element for the scalability of organizations, this research is proposed. The aim is to initiate a discussion between experts in Marketing Operations and leaders in the Software as a Service (SaaS) industry, contrasting their perspectives to reach a consensus through the application of the Delphi methodology. The results present the main needs, motivations, and elements to consider in an adoption project of automation technologies for marketing in SaaS companies, according to the interpretation of two rounds of interviews proposed in unsupervised application questionnaires to experts.Ítem Análisis de mercado de productos transformados a partir del banano(Universidad EAFIT, 2023) Mondragón Pérez, Pamela; Trujillo Hinestroza, Gabriela; Muñoz Molina, YaromirBanana is the third agricultural product that Colombia exports and it’s a sector that generates around 294 thousand direct and indirect jobs in the country. Around 20% of the production cannot be exported and is used for the local market or thrown away, which means less efficiency for the producer. This product does not generate any risk if its eaten, mainly because it just does not accomplish the esthetical demands of the international markets where it is going to be bought, but it conserves the characteristics for other proposes or the local market. Through the transformation of this fruit new products can be created with the same properties, which is the interest of the research. This research attempts to understand the perceptions and interests of the potential consumers of products containing banana. The interviews to experts in snacks and transformation processes of fruits or vegetables industries, and interviews to potential consumers in Europe and North America gave information and perceptions that were completed with surveys that resulted in tendencies in relation to the transformation of food, what they have in mind when making a purchase decision, the reasons to choose it and where they can find what they want. Currently, there are many processed products available derived from banana in Latin America, North America, and Europe. This kind of products can be found in supermarkets, healthy markets, specialized stores and through E-commerce platforms. Although the snack market has great growth potential, the consumption of banana-based snacks is not that frequent. This can be a market opportunity, considering the benefits of this fruit to position those products in the market.Ítem Análisis de pre-factibilidad de un hub de distribución en Centro América, para el Negocio Café (Grupo Nutresa)(Universidad EAFIT, 2020) Torres Porras, Oscar Iván; Tobar Guinand, José MauricioÍtem Análisis de satisfacción con el servicio al cliente para estudiantes en una institución universitaria(Universidad EAFIT, 2020) Fernández Gómez, Blanca Esther; Álzate Cruz, Liliana Del Pilar; Muñoz Molina, YaromirThe purpose of this work was to determine the level of satisfaction of a higher education institution located in the city of Pereira, with its undergraduate students, with respect to the complementary services provided by this university faculty, in order to find neuralgic points that would contribute to giving an adequate, efficient and timely response in the provision of quality services, in addition to its own, the University's reason for being. It is a search for continuous improvement at the level of complementary services and in general of the educational service. The research made it possible to identify the main elements of the service quality process, in order to know which wellness services or experience generators effectively impact the quality of the students' service. The work carried out involved a survey, applying a variant of the ServQual model, ServQualing, used for higher education institutions. The 30-question survey was divided into 3 dimensions that covered the complementary services offered by the university. The survey was validated with the internal consistency coefficient or Cronbach's alpha, which was quite optimistic for the 3 dimensions, the minimum value of the alpha was 0.835. The analysis of the responses made it possible to find some flaws in some processes, such as, for example, flaws in the wi-fi service, flaws in the cafeteria, flaws in telephone service from abroad to university facilities, and lack of sufficient parking space. In the same way, it was urged to establish measures or activities in favor of improving the failures and contribute to the continuous rating being better every day.Publicación Análisis de variables de mercadeo que complementan la medición del retorno de las inversiones en espacios y publicidad física para puntos de venta(Universidad EAFIT, 2024) Calad Posada, Alejandro; Muñoz Molina,Yaromir; Saldarriaga Romero, Víctor JaimeCompanies make marketing investments in spaces and physical advertising at points of sale to give visibility to their products and communicate messages that encourage customers to make a purchase decision. Currently, the evaluation of the results of these investments is done using the return on investment (ROI) indicator. This indicator overlooks other aspects that cannot be measured solely through sales, such as those derived from visibility and message communication at the point of sale. This study aims to identify variables that allow measuring aspects complementary to the financial ROI indicator when evaluating a marketing investment within a beauty and personal care company in Colombia, through a review of both primary and secondary sources. As a secondary source, the existing literature provides measurement tools complementary to ROI used by other companies and in other studies, which is validated with primary sources through interviews with internal company staff and external personnel and analyzed with the application of surveys to customers in the beauty and personal care sector in Colombia to determine the performance of the variables against the company's objectives for the channel. The main results identify six marketing variables (awareness, brand knowledge, notoriety, top of mind, browsing intention, and transactional intention) that complement the measurement of the return on investments in spaces and physical advertising at points of sale, which can be useful both for the company under study and for other companies in the sector.Ítem Análisis de viabilidad para introducir al mercado antioqueño una cama canapé abatible(Universidad EAFIT, 2010) Berrío Gómez, Juan David; Gómez Salazar, Elkin ArcesioPublicación Análisis del comportamiento de la separación de residuos en la fuente(Universidad EAFIT, 2024) Giraldo Morales, Camila; Velásquez Fernández, Kelly Patricia; Mejía Gil, María Claudia; Muñoz Molina, Yaromir de JesúsPublicación Análisis del proceso de atención al cliente brindado por el proveedor de contact center de una aerolínea colombiana(Universidad EAFIT, 2024) Builes González, Lina María; Giraldo Hernández, Gina María; Toro Upegui, ClaraÍtem Análisis del sector colchonero en Latinoamérica(Universidad EAFIT, 2015) Toro Aristizábal, Estefanía; Zapata Ríos, Blanca NubiaEl descanso siempre ha tenido un lugar privilegiado en la vida del ser humano -- De ellos son ejemplo las costumbres de griegos y romanos que reposaban sobre delicados colchones de plumas de ganso o cisne y colocaban en sus camas pieles dobladas para consentir su cuerpo y estar confortables -- Ese fue sin duda el inicio de una historia que en el siglo XVII vio el que hasta hoy ha sido uno de los grandes avances en este campo -- Y es precisamente en Latinoamérica y a nivel nacional que existe actualmente un cambio de conciencia y de cultura -- Ahora se está entendiendo que un colchón nuevo representa mejor calidad de vida y estamos dispuestos a pagar un poco más por él -- Aunque en Colombia hay una industria fuerte de colchones las marcas extranjeras también están ingresando al país, lo que garantiza que las empresas colombianas afinaran sus estrategias tanto en comunicación como en exhibición -- Antes se compraba un colchón pensando en que se trataba de un activo fijo eterno e, incluso, heredable -- Ahora, la estrategia de comunicación en la que se ilustra al consumidor se basa en la importancia de la reposición por salud aclarando que la vida útil de un colchón oscila entre cinco y siete años; dicha estrategia ha comenzado a tener efecto -- Pero gran parte de este mercado está en manos de la producción informal -- Por eso, tener un conocimiento global del mercado asiático, europeo y del norte de américa, acompañado de telas con componentes naturales como el bambú y la soya, hacen que el negocio, como el confort de un buen colchón, siga su ritmo a toda velocidad sin ningún síntoma que le indique soltar el aceleradorÍtem Análisis y desarrollo de estrategias para aumentar el posicionamiento de la empresa Aceites y Repuestos AUTOVAN(Universidad EAFIT, 2023) Vanegas Sánchez, Juliana; Henríquez Diaz, Ángela MaríaAUTOVAN is a traditional company in the spare parts sector, with a presence of over 45 years in the city of Pereira. It specializes in the commercialization of automotive spare parts. Initially, it started as a miscellaneous store for multi-brand spare parts, and later shifted its focus to the manufacturing of clutches under its own brand. Currently, AUTOVAN is exclusively dedicated to the marketing of automotive spare parts, including repair kits for Diesel vehicles, sales and repairs of turbochargers, and its flagship product, the sale of Mac brand batteries for gasoline cars. This project focuses directly on positioning the AUTOVAN brand in the Coffee Axis (Armenia, Pereira, and Manizales) to be recognized as the leading company in the marketing of Mac brand batteries. The study involves the development of a marketing plan, beginning with an analysis of the internal and external environment of the company to identify its challenges and opportunities. Subsequently, the battery market is investigated, and based on the environmental possibilities, a strategic objective is proposed, which concentrates on positioning the AUTOVAN brand. To ensure the achievement of the objective, various strategies are proposed. These strategies are expected to be implemented through different activities that will allow the company to validate the market and establish a strong brand presence.Ítem Aplicación de la Matriz BCG al portafolio de programas de pregrado de la Universidad Eafit(2020) Cuartas Ramírez, Luis Fernando; Perdomo Granada, CarolinaÍtem Aporte de la estrategia del marketing de destino para el posicionamiento de Bogotá como destino gastronómico(Universidad EAFIT, 2021) Castro Lozano, Juan Carlos; Lleras Lozano, Mario Alberto; Rojas De Francisco, Laura IsabelThis study arose from the limited documentation on the gastronomic offer and its opportunities in Bogotá and sought to identify the gastronomic aspects that Bogotá has to contribute to a destination marketing strategy. It was an exploratory and mixed research, with a mostly descriptive component, which was supported by the analysis of structured and semi-structured interviews with people involved in the field of gastronomy and tourism, surveys of diners and secondary sources. Among the main findings of the field work, it is highlighted that Bogotá has the elements to consolidate itself as a gastronomic tourist destination, since in the city there is a varied culinary offer, the development of gastronomic products and of the food industry, the rise of market places, fairs and gastronomic outreach events, as well as culinary research and training centers. In addition, while tourists seek experiences related to local culture, nationals are interested in a sophisticated offer of foreign culinary options. This research suggested that the capital has yet to explore different destination marketing strategies based on the perceptions of residents, national visitors and international tourists, as well as messages that highlight the uniqueness of the city in terms of its gastronomic scene, areas and gastronomic routes, cultural diversity, tourist infrastructure, and the type of visitors it attracts. The above is constituted as a fundamental aspect for the positioning of Bogotá as a gastronomic destination worldwide. The present degree work presented limitations for its development due to the global pandemic of the coronavirus (COVID-19), which made it difficult to survey foreign visitors and tourists and affected the measurements regarding the evolution of tourism, consumption and the gastronomy sector, in the short and medium term.Ítem Aproximación a un modelo de gestión comercial para el incremento de ventas en la posventa de vehículos pesados de carga y maquinaria amarilla para la fidelización del cliente en la recompra de activos en concesionarios(Universidad EAFIT, 2023) Giraldo Vélez, Juan David; Vallejo Vélez, Juan Camilo; Giraldo Hernández, Gina MaríaPublicación Asesoría y prospección de visitas de clientes en agencias de autos por medio de chatbots e Inteligencia Artificial(Universidad EAFIT, 2025) Restrepo Acosta, Eduardo; Martínez Vargas, Juan David; Sepúlveda Cano, Lina MaríaPublicación Aspectos involucrados en el proceso de toma de decisiones para la implementación de un proceso de gestión de precios(Universidad EAFIT, 2024) Yepes Molina, Daniela; Muñoz Molina, YaromirÍtem Aspectos relevantes para la selección de proveedores de productos químicos en las compañías del sector químico de Medellín y el Valle de Aburrá(Universidad EAFIT, 2021) Gómez Mojica, Julián Camilo; Botero Cardona, Andrés; Baena Alzate, Jorge MarioThis research sought to know the relevant aspects for the selection of suppliers of chemical products in the companies of the chemical sector of Medellín and the Aburrá Valley. To achieve this objective, an exploratory qualitative methodology was developed, through in-depth interviews with the members of the purchasing department of 14 companies that were classified into two large groups according to the type of business: manufacturers and distributors. As a result, it was found that the most relevant factors taken into account in the purchasing process of a chemical product were price, quality, service, delivery time, credit, communication, packaging (quantity), reliability, origin and sustainability. The findings provide information on the relevant aspects for the selection of chemical product suppliers that allow customers and suppliers to have an overview of the variables to take into account in their purchase or sale process