Repositorio Institucional Universidad EAFIT ::Examinando por Materia "Motivations"

Examinando por Materia "Motivations"

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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 Jesús
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 Andrés
Baby 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.
Disposición de compra de productos de aseo para bebés por medio de plataformas online
(Universidad EAFIT, 2021) Méndez Jaramillo, Laura; Coulson Osorio, Ricardo; Muñoz Molina, Yaromir de Jesus
The objective of this study was to identify the different variables that generate a positive attitude towards the online purchase of hygiene products for babies. The done research is qualitative and was focused on knowing the attitudes, feelings, and motivations of the interviewees, for which, interviews were conducted with 11 parents of babies under 2 years of age. Among the findings, It was found that the willingness to buy the category by this means is related to different variables such as the ease of use of the platform, which supposes a saving of time that can be used on other activities, the possibility of not going to physical stores avoiding so risks related with contagious in the frame of the current pandemic (Covid 19), the trust generated in the platform because of its recognizing, managing of several brands, secure payment, and clear customer service, among others. Moreover, it’s found that having a place for advice or recommendations inside the platform can positively influence a favorable attitude towards it.
¿Los emprendedores del sector moda en Medellín le apuestan a la sostenibilidad? Un estudio sobre las motivaciones y los inhibidores para adoptar estrategias de mercadeo verde en los negocios
(Universidad EAFIT, 2022) Castro Carvajal, Emelly Vanessa; Acevedo Mejía, Érika Cristina
This project was born from the interest to investigate the adoption of green marketing strategies inside fashion businesses, which are oriented to the compliance of the 2030 agenda proposed by the UN and adopted by the Colombian government as a member country. This commitment comes along with the challenge of generating mitigation actions against global warming, the promotion of life quality assurance for all citizens as well as economic prosperity, ethical and transparent, also, comes with a great responsibility from the central government in which several sectors such as business corporations, academic and many communities can adhere to the cause. In the following thesis, we present a study in which its main objective is recognize motivations and inhibitors of the entrepreneurs in the fashion sector, located in the city of Medellin, so they can develop green marketing strategies that can boost sustainability. In order to achieve this purpose, four main objectives were developed. First, understand the sector's motivators in order to embrace and implement this strategies, second, know the inhibitors that can affect the implementation of this tactics, third, determinate the sector's necessities, lastly, identify the cost that this companies will be willing to pay in order to receive consulting services for the implementation of green marketing strategies in their entrepreneurships. In order to comply with this objectives, a qualitative investigation was performed, through several deep and extensive interviews to entrepreneurs from various sectors, located in Medellin and with a age range from 20 to 45 to years old, this individuals also had a socio-economical level of 3, 4 or 5 (according to the Colombian rank of socio-economical division). This investigation is presented in order to opt the title of marketing magister from the EAFIT University. Also on a business level it will help Fundación Evolutiva (pro sustainable development NGO) to take actions and implement a green marketing line for the correct support of the entrepreneurs from Medellin.
En la búsqueda del billete ganador : motivadores de compra de los apostadores de lotería en Medellín
(Universidad EAFIT, 2021) Rodríguez Patiño, Juan Camilo; Agudelo Calle, Jhonny Alejandro; Escobar Escobar, Ana Cristina
The motivations of lottery players have been widely studied, especially because through them, the State can establish its regulatory policies to encourage a greater number of users, achieve a higher value of the amount bet and the legalization of the other games modalities that are not making transfers to the health system in Colombia as indicated by the norm. This research evaluated the applicability of the motivational studies carried out at an international level in a regional context, thus determining the lottery player's consumption motivation in Medellin. Likewise, the needs, emotions, and level of involvement that players have with the lottery game. The research method used was the qualitative which was executed through 13 in-depth interviews where the instant thoughts of the players are known without limiting their answers. The main motivation found in lottery players was based on the desire to win money to help others, but this help is based on reciprocity, since they expect to satisfy different needs, especially those related to security. Consequently, the lottery player hopes to avoid the uncertainty of tomorrow, but while this is happening, he is happily excited just by imagining the possibilities of improving his life and the lives of all those with whom he identifies.
Esports : un horizonte de beneficios de mercadeo para las marcas en Colombia
(Universidad EAFIT, 2021) Caro Vallejo, Juan Manuel Caro; Acevedo Mejía, Erika Cristina; Castaño Aristizábal, Juan Felipe
The Esports are becoming much more of a digital trend with a defined fan profile around the world. These new digital sports are divided into specialized leagues; each one with their teams and players, which are transmitted through streaming platforms, and therefore, creating great opportunities for brands, generating additional profits to those generated by traditional channels, also allowing them to launch new products and additional brand positioning. All this opens the doors for Colombian brands to enter a market that offers great opportunities in terms of advertising, and so approaching a target audience that is increasingly demanding more content. This study, developed in the city of Medellín, considered as the gamer capital of Colombia, is a qualitative exploratory study that proposes to calculate the scope and opportunities that brands have in this new medium. Once this target audience and their consumer needs have been understood and studied, it is proposed to adapt to new strategies within the marketing plan of a brand and, in this way, take advantage of the rise of a new trend that is taking place throughout the world.
Estudio de las motivaciones de los consumidores en referencia a hospedarse en hoteles sostenibles en el municipio de Jardín, Antioquia
(Universidad EAFIT, 2022) Echeverri Molina, María Camila; Acevedo Mejía, Erika Cristina; Escobar Escobar, Ana Cristina
The tourism sector in Colombia, and in particular in the municipality of Jardín, located in the southwest of Antioquia, has been increasing its participation in sustainable hotel practices, which makes it essential to understand why consumers choose to stay in this type of hotels, in order to develop strategies to capture their attention, not only for the benefit of the hotels, but also for the benefit of their environment. This study was born from this need and its general objective is to know the main motivations of consumers in reference to staying in green hotels in the municipality of Jardín, Antioquia. A research was conducted based on a qualitative methodology, through semi-structured interviews to ten consumers who visit green hotels in the municipality of Jardín and to four actors involved in the hotel sector. Based on the results, three consumer profiles were identified: Tranquility seekers, Passionate travelers and Escapist friends, according to different variables such as personal interests and intrinsic and extrinsic motivations. The profiles show different factors and outstanding experiences that are related to the choice of these hotels and the municipality of Jardín as a tourist destination.
Estudio de perfiles y motivadores de los donantes a las ONG
(2019) Ossa Arboleda, Natalia; Ceballos Ochoa, Lina María
Exploración de consumidores jóvenes y adultos de ocio nocturno en Medellín
(Universidad EAFIT, 2021) Lasso Castillo, Juan Pablo; Rojas de Francisco, Laura Isabel; Baena Alzate, Jorge Mario
This research started with the interest of determining the aspects of adults as consumers of nightlife in Medellín. It seeks to identify needs, motivations, expectations, inhibitors and desires, which are directly related to their behavior as consumers and lead them to make a decision. To determine the different factors that lead to choose and enjoy the nightlife, the methodology used in the study was qualitative exploratory. In-depth interviews were carried out, with the participation of business experts with more than 10 years in iconic successful ventures of the city and two sets of participants between adults and young people as consumers of nightlife. Also, the local offer, and areas of nightlife, were explored. As a result of the interviews, the main social, physiological and recognition needs that the participants seek to satisfy were explored and defined. Likewise, the motivators, desires, expectations and inhibitors that define them as consumers when having fun at night were determined. With these elements identified, an analysis was carried out and it was evaluated to what extent the local supply manages to supply them.
Influencia de las instagramers en las preferencias de moda de sus seguidoras : exploración desde la actitud y la motivación.
(Universidad EAFIT, 2019) Gonzalez Ibarguen, Maily Yiseth; Ceballos, Lina María; Rojas de Francisco, Laura Isabel
Intención de compra de las empresas del Valle de Aburrá con relación a un servicio de arrendamiento de uniformes
(Universidad EAFIT, 2019) Vásquez Mejia, Juan David; Mejía Gil, María Claudia; Villegas, Guillermo León
Motivaciones de uso de servicio de alquiler de juguetes
(Universidad EAFIT, 2022) Mesa Cardeño, Patricia; Mejía Gil, María Claudia; Muñoz Molina, Yaromir
New consumption models are currently being evidenced in the world that invite sustainability, collaboration and efficiency. This qualitative study will seek to explore, through in-depth interviews, the motivations of parents, with children from 3 to 8 years of the city of Medell n, towards the toy rental model. To determine these motivations, a group of 11 parents who resided in strata 3, 4 and 5 and who had children of the aforementioned ages were invited to participate. In addition, the option of renting toys was analyzed within the framework of the phenomenon of collaborative consumption, from its benefits and risks. Thanks to the investigation carried out, it was possible to show that in the interviewed parents, there is still ignorance about the toy rental offer and that they have a concern about the accumulation and final disposal of their children's toys. Regarding the rental of toys, it is found that parents perceive savings, environmental sustainability and variety for children in this modality. Finally, it was identified that there is a great opportunity in the city of Medell n to offer parents the option of renting their children's toys in order to save money, protect the environment and create a community environment, as indicated by the main objectives of collaborative consumption.
Motivaciones implicadas en la toma de decisiones de compra de servicios de consultoría de marca
(Universidad EAFIT, 2021) Pérez Fernández, Sara Cristina; Saldarriaga Sierra, Adriana Marcela; Acevedo Mejía, Érika Cristina
Parque Arví : motivaciones y necesidades de los visitantes de estratos medios y altos de la ciudad de Medellín
(Universidad EAFIT, 2019) Medina Sánchez, Clara Marcela; Garcés Uribe, Olga Lucía; Ceballos Ochoa, Lina María
This article presents the results of a qualitative research based on the associations and motivations of Medellín the citizens of medium-high socioeconomic strata (4, 5 and 6) in front of the Arví park, a protected forest reserve located in the limits of Medellín that works as an open natural park to the public since 2010. The Arví Park Corporation, in charge of it, has sought to offer it as an open space to all the inhabitants of the city, but has detected that most of the current visitors are limited to low and medium-low strata (1, 2 and 3). In order to motivate the population segment of upper-middle strata to appropriate of this city heritage, it´s necessary to determine how they perceive the Park and what encourages them to visit it. In order to identify these aspects, this research used the technique of focusing groups with participants belonging to strata 4, 5 and 6 of the city and with ages between 18 and 70 years. The findings suggest that this Park is a positive reference for the city even for people who have not visited it, because it represents a contrast in front of the problems of the city, such as pollution, noise and speed. However, a better dissemination strategy is required on its services, activities and products, so that the population segment studied can access it and appropriate it. In this sense, the research is useful to identify the aspects that Arvi Park should improve in order to get more and more citizens to access and appropriate it, and to show how the public of Medellín is positioned in front of nature tourism.
Perfil del visitante eafitense foráneo nacional e internacional. Segmentación por motivaciones hacia el hospedaje en Medellín
(Universidad EAFIT, 2023) Muñoz Gallego, Daniela; Chavarría Rendón, Johan Andrés; Castrillón Orrego, Sergio Alonso
Knowing the motivations, needs and aspirations of each individual is essential so that decision-making is the result of reasonable and sufficient knowledge beyond mere intuition. For this reason, it is necessary to understand foreign students who come to Universidad EAFIT, both national and international, during their academic mobility, when searching for accommodation, identifying their profile and specific characteristics, investigating what motivates them when searching a place to stay, provide them with specific benefits that respond to their unmet needs, and creating proposals that aim at their integrity and find possible accommodation solutions that facilitate off-campus housing. To have a clear overview of the study situation, 57 surveys and six interviews were carried out –whose guides are found in the appendices section– as well as a complete documentary analysis that addresses the research problem, the related question and the objectives, providing a solid context and justifying the importance of the inquiry. Additionally, theoretical approaches and methodological strategies were integrated to obtain a more complete understanding of the motivations, needs and aspirations of the individuals who decide to travel and study at EAFIT.
¿Qué actitudes tienen los consumidores hacia las huertas urbanas en Medellín?
(Universidad EAFIT, 2021) Montes García, David Carmelo; Macías Prada, John Fernando
Based on a qualitative, descriptive and exploratory investigation, this article presents the attitudes that consumers have of urban home gardens in Medellín (Colombia). An opinion poll was carried out to the general public, in-depth interviews were conducted with experts and distributors of implements for home gardens and a group session for consumers of implements with urban home gardens was held. Among the findings is found that consumers have positive attitudes regarding urban home gardens, where the main reason for creating the garden is for health reasons. It was possible to identify that the perceived behavioral control factors do not influence negatively at the time of create the garden. The article proposes to create an offer by the providers, where the service provided can be personalized, through an application, which provides the advisory service from the beginning to the end of the service.

Examinando por Materia "Motivations"

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