Examinando por Materia "Motivation to buy"

Mostrando 1 - 1 de 1
  • No hay miniatura disponible
    Ítem
    Mobiliario a un clic : actitudes, motivaciones y atributos más valorados por los usuarios a la hora de comprar mobiliario para el hogar de forma online en la ciudad de Medellín
    (Universidad EAFIT, 2020) Giraldo Tamayo, Andrea; Arias Salazar, Alejandro; Acevedo Mejía, Erika Cristina
    In the last decade with the internet boom, online shopping has increased significantly. In Colombia, this trend begins to be set where there are more and more options for purchases through this channel. There are already furniture brands in the country that are distributing these products through online sales, which represents opportunities to bring new offers to the market. The company Most is exploring the possibility of selling its exclusive home furniture designs online, but there is a lack of knowledge regarding the behavior of this offer in the virtual market. To address this lack of information, it is proposed to know what are the characteristics most valued by users when buying furniture online. In this order of ideas, we seek to know what are the attitudes and motivations of the consumer towards the online purchase of furniture, as well as to identify the most important attributes that they take into account when buying these products. To address these objectives, qualitative research is proposed with in-depth interviews, focused on men and women between the ages of 25 and 40 that residing in 4, 5 and 6 homes in the city of Medellin, since these represent the largest market of this company today. The results of this research will help the configuration of this business proposal, which seeks to be structured in the coming years.