Examinando por Materia "Motivadores"
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Ítem El consumo en los Food Trucks : el caso de Medellín(Universidad EAFIT, 2019) Moreno Arcila, Catalina; Marmolejo Montoya, Diana Carolina; Muñoz Molina, Yaromir; Restrepo Ayala, CamiloThe growth of the hospitality industry and its focus on experiences, the development of tourism, better and wider cultural, government support entrepreneurship and an increasingly open to entertainment population, among other things, were the factors that prompted the investigation of how likely are the people of Medellin to consume food trucks, a global phenomenon that is already present in the city and has had a significant growth since its arrival. This research aims to identify the propensity of people in the city of Medellin to consume food at food trucks, to determine profiles and segments of existing and potential customers. Similarly, it is intended to identify motivators and inhibitors elements of market demand in question; to analyze in depth what factors can be categorized as key elements in value creation. For this it is proposed to conduct in-depth interviews with experts in the food sector and the subject matter, observations, surveys and study of literature.Ítem 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 MauricioÍtem Identificación de las oportunidades de mejora en la experiencia de usuario del sitio web de preguntas frecuentes de Bancolombia para personas con un perfil explorador(Universidad EAFIT, 2023) Rave Restrepo, Beatriz Elena; Pérez Molano, Olga Lucía; Higuita Olaya, DanielOrganizations use website FAQs to improve the user experience, but Bancolombia's FAQ saw 18.5 million visits in 2020 with a 40% dissatisfaction rate. This study uses mixed, descriptive research to identify ways to enhance information quality, accessibility, content personalization, and navigation. The findings can help Bancolombia increase site visits, reduce dissatisfaction, and improve customer service in the banking sector, with future research opportunities.Ítem Motivación de compra de ropa interior femenina en el Valle de Aburrá(Universidad EAFIT, 2023) Acevedo Martelo, Tomás; Giraldo Vargas, Alejandra; Acevedo Mejía, Erika Cristina; Restrepo Reyes, NataliaÍtem 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 AlejandroThe 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.Ítem 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 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, VerónicaThis 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.Ítem 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 ClaudiaThis 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.Ítem Motivadores que se presentan al tomar la decisión de compra de un servicio para cuidado de mascotas(Universidad EAFIT, 2024) Bermúdez Sánchez, Magda Lorena; Acevedo Mejía, Erika Cristina; Rodríguez Eslava, Juan FelipeToday it is part of a cultural anthropology to have a pet in the conformation of households, whether it is included as part of the family or by decision of not having children, opening up possibilities of participation in a growing market. Therefore, the purpose of this exploratory research with a mixed approach will allow to know the motivations that are held around pets that characterize this segment of the population and establish a cause-effect relationship between Jobs to be done, archetypes with the collective unconscious and the actions that are performed to take services around their pets. With all the information gathered in this work, it was found that the motivations for having a pet are inclined towards emotional needs, as they have them out of love for them, they complement their lives and/or families; and for social needs by making, it possible to form communities or tribes. It is found that the activities that users do most with their pets are those of fun and satisfaction of basic needs; and users are profiled with behavioural patterns (archetypes) such as the carer, the ruler and the rebel. This venture may be possible as long as it focuses on providing services that cover all the needs of pet users.Ítem Rol de los motivadores de compras de productos marca propia en los formatos Hard Discount de los estratos 3, 4, 5 Y 6 de la ciudad de Medellín(Universidad EAFIT, 2019) Quintero Cruz, Sandra Milena; Mejía Gil, María ClaudiaAfter the entry of hard discount formats to the country's retail industry, defined as stores of a limited assortment of products, management of own brands and a policy of low prices with good quality, the purchases of Colombians began to be fractionated and share among supermarkets, independent supermarkets and hard discount stores. This alternative of low price offered by the hard discount has removed participation in sales to traditional supermarkets that have seen their consumers migrate, which has forced them to propose novel strategies that allow them to compete and stay in the middle. The purpose of this research work arises from the interest of knowing in depth the role of the motivators of buying own brand products in hard discount formats, as well as characterizing consumer profiles according to the preferences or risks when buying in said stores. Finally, this study aims to identify the most preferred categories of consumption in own brand products in the hard discount formats of the city of Medellín. The study was conducted in strata 3, 4, 5, and 6, of the city of Medellín, through an accompaniment in the purchase of own brand products in hard discount formats, through participant observation and the application of in-depth interviews. In the development of the research work it is evident that the motivators of consumers' purchases cannot be limited to a functional and rational action, but rather, the cultural and psychological environments in which the consumers are immersed must be evaluated from different disciplines, and, in this way, show how they influence their purchasing decisions.