Examinando por Materia "Motivadores de compra"
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Ítem Baby boomers hombres de la ciudad de Medellín y sus motivaciones de compra de ropa online(Universidad EAFIT, 2024) Jaramillo Arias, Catalina; Moreno Álvarez, Mateo; Mejía Gil, María Claudia; Sepúlveda Cardona, Edwin AndrésBaby boomers refer to all people born between 1946 and 1964, which means that they did not grow up with the Internet and had to adapt to changes during their development and even their professional life. The vast majority had to start including digital media in their lives to feel current and to be able to fit into today's world and, that is why, they still have mistrust and discomfort when it comes to completing transactions through online stores. In this research, we will identify the motivators and inhibitors, through in-depth interviews, that male baby boomers from strata 5 and 6 in the city of Medellín have when buying clothes through digital channels, to find out how their experience could be improved and their participation in purchasing in this sales channel increased. This was achieved through qualitative research through guided interviews and a survey of people who were part of the research segment. Where it was found that their greatest motivation is not having to leave the house to make their purchases and the greatest inhibitor is that the products received are not their size and do not fit them well. In addition, although men of this generation are willing to make online transactions, buying clothes is not their priority.Ítem Motivaciones de compra de camisetas en jóvenes centeniales en la ciudad de Pereira, Colombia(Universidad EAFIT, 2023) Buitrago Bedoya, Omar; Koock Obando, Mauricio; Agudelo Calle, Alejandro; Londoño Vélez, NataliaThis research focuses on the motivations that influence the T-shirts purchasing decisions of young centennials. The perspectives and experiences of ten students from 14 to 19 years old, belonging to socioeconomic strata 1, 2 and 3, from nine Educational Institutions in Pereira, Colombia, are explored. The methodological approach is qualitative and exploratory, using semi-structured interviews to collect data. The results highlight the importance of comfort, durability and personal style needs as key factors in the choice of t-shirts for this demographic group. Likewise, the investigation into the emotional aspects allowed us to identify the sensation of sensory reward when acquiring a garment, linked to feelings of happiness and gratification. Socially, an identification with groups, a search for authenticity and an expression free of labels was observed, which becomes a significant purchase motivation. These findings reveal a complex intersection of motivations that guide the purchasing decisions of the population studied.Ítem Motivadores de compra de los segmentos de clientes de la marca Savvy(Universidad EAFIT, 2024) Zambrano Pacheco, Liliana María; Mejía Gil, María Claudia; Sepúlveda Cardona, Edwin AndrésThis research aims to explore the authenticity of purchase motivators within the current customer segmentation of the Savvy brand. The segments identified by the brand, categorized as enthusiasts, seekers, and urgent buyers, reflect groups with diverse challenges and different motivations that drive them to choose Savvy as their preferred option for nutritional products. To address this issue, the research focused on identifying the psychographic aspects of Savvy's current customers, analyzing the primary drivers influencing their purchasing decisions, and examining the influence of social impact and dietary habits on consumption decisions as well as the perceived well-being of these customers. The methodological approach included reviewing and evaluating relevant academic sources to establish a conceptual theoretical framework for purchase motivators. Subsequently, a qualitative study was conducted through surveys directed at customers, using a questionnaire designed to cover the categories defined by the research objectives. Finally, the collected information was analyzed. The findings of this study revealed that for Savvy's product consumers, there are key motivators identified through questions focused on purchasing habits related to health and wellness products. These insights allow for a deeper understanding of the brand's different segments and provide a solid foundation for future marketing strategies aimed at optimizing customer segmentation and communication efforts.Ítem Motivadores de compra de suplementos deportivos en entrenadores de gimnasios en la ciudad de Pereira(Universidad EAFIT, 2023) Ospina González, Juan Camilo; Liscano Rivera, Constanza; Londoño Vélez, NataliaThe most important factor that led 20th century society to change their eating habits and make them healthy was the recognition of obesity as a precursor of diseases that cause the greatest number of premature deaths in the world, for this reason a large part of society started a change in nutrition and how often they exercised. Currently, the Sports Supplementation industry is growing every day and seeks to provide, through these products, help that allows its consumers adequate nutrition. Therefore, it was pertinent to identify those motivators for the purchase of sports supplements by gym trainers in the city of Pereira, since these professionals are a key piece based on the consumer experience. The methodology that was applied was qualitative exploratory research, through a semi-structured interview as a collection tool, which allowed finding implicit information behind the motivators and needs that define the purchase decision, some of these motivators were the increase of muscle mass and achieve the process or objectives outlined, in terms of needs, it was found to meet the nutritional requirements to feel good during training, avoid fatigue and prevent injuries; There was also evidence of the functionality of the supplements and physical aesthetics, as well as the importance of the credibility of the brand in decision-making.Ítem Motivadores en la decisión de compra de productos de aseo personal en los hard discount de Medellín(Universidad EAFIT, 2023) Cataño Castrillón, Andrés Felipe; Lopéz Pineda, Martha Carolina; Ceballos Ochoa, Lina María