Examinando por Materia "Necesidades del consumidor"
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Ítem 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 FelipeThe 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.Ítem 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 MarioThis 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.Ítem Motivaciones para el consumo de infusiones de fruta en Medellín(Universidad EAFIT, 2021) Molano Rojas, Nazly Johanna; Arango Duque, Juan Camilo; Muñoz Molina, Yaromir; Escobar Escobar, Ana CristinaThe world has seen a change in trends in the lifestyle that consumers are having, as well as their tastes and preferences. The purchase decisions they make and what motivates their consumption has also changed. Through this qualitative study, the aim was to identify the motivations for consuming fruit infusions in the city of Medellín. All this based on in-depth interviews. The necessary information was obtained through a group of 11 people of different ages and different economic activities. All of them consumers of infusions. Thanks to the study, it was possible to identify that the nutritional trend has been accompanied by changes in fluid consumption. This was an evidence of how the consumption of fruit infusions is identified as an alternative. It is also identified that food is becoming more and more relevant in people's lives and consumers are seeking a better diet and leading healthy lifestyles. All this motivated by the search for well-being and benefits for your health. Through the consumption of herbal teas, a perception of feelings such as peace and tranquility is found. Relationship motivations with family and friends are also identified when taking them. This new recipe for water with slices of fruits and herbs, which invites the consumer to refresh themselves with their benefits, promotes the creation of rituals for the consumption of these drinks, which were identified in this study and further explained in the findings. Finally, with this research on the identification of needs, goals and motivations, it was sought to provide Naturio (a small local company that produces and markets freeze-dried fruit infusions) an investigative input that allows it to strengthen its current business model and boost consumption of infusions.