Examinando por Materia "Oportunidad de mercado"

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    Evaluación de la viabilidad comercial de la apertura de un punto de venta de ropa importada para mujeres en la Vía Primavera de la ciudad de Medellín
    (2019) Marín Suárez, Yeny Alexandra; Ceballos Ochoa, Lina María; Restrepo Reyes, Natalia
    This market study seeks to evaluate the commercial viability of creating a business project for the marketing of imported clothing for women between 25 and 60 years of age. This is due to a previously identified business opportunity based on a need not covered by the competition. For this, one of the specific objectives of this study is to know the ideal location for the opening of a store that would offer the market imported clothing of high quality, comfort and exclusivity for women who love fashion, design and novelty. In addition, this study seeks to understand the buying behavior of such audience. To obtain information about the behavior, attitudes and consumption habits in this market niche, a qualitative methodology is used with three focus groups with 21 participants. A finding of this investigation in relation to the attitudes of women, where they stated that it is not important that the clothing be branded or imported at the time of making a purchase decision, however, when we ask them which brands they use or have purchased, claimed to have in their wardrobes mostly branded clothing. It is expected that this finding, among others, will support brands and businesses interested in knowing the attitudes of women when buying clothing, as well as their behavior and their way of thinking; triad that shows what the true potential of this market is.