Repositorio Institucional Universidad EAFIT ::Examinando por Materia "PREFERENCIAS DE LOS CONSUMIDORES"

Examinando por Materia "PREFERENCIAS DE LOS CONSUMIDORES"

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A systematic literature review of the concept of aesthetic taste : a research agenda
(Universidad EAFIT, 2021) Agudelo Moná, María Camila; Ceballos Ochoa, Lina María; Maya Castaño, Jorge Hernán
Análisis de atributos valorados por mujeres de estrato medio en el mercado de polvos compactos
(Universidad EAFIT, 2015) Salazar Palacio, Juan David; Díez Vargas, Sebastián; Uribe de Correa, Beatríz Amparo; Muñoz Molina, Yaromir
Análisis del uso de social media como estrategia de marketing por las marcas de lujo
(Universidad EAFIT, 2014) Granada Palacio, Ana Catalina; Fernández Geale, Juliana; Uribe de Correa, Beatríz Amparo
Las redes sociales digitales hoy en día son una herramienta de marketing utilizada por muchas empresas -- Este estudio analiza la intensidad del uso de Social Media por las diferentes empresas del sector de lujo en el mundo -- Se definieron algunas variables agrupadoras que permitieran estudiar el comportamiento de dichas empresas e identificar posibles relaciones con el uso e intensidad de Social Media -- Los resultados muestran que las grandes empresas son más activas en las redes sociales, mientras que las pequeñas y medianas empresas tienen una participación más moderada -- Igualmente se identificaron tendencias de mayor participación en las diferentes redes sociales, de acuerdo al subsector al que pertenece cada empresa de lujo
Análisis estratégico del entorno, la industria y el mercado, para un negocio especializado en papitas fritas tipo francesas + toppings, dirigido al consumidor final en Medellín
(Universidad EAFIT, 2018) Wildbret Montoya, Juan Felipe; Rojas de Francisco, Laura Isabel; Serrano Rivero, Sergio Andrés
The present research aims to diagnose, through a strategic analysis, the circumstances of the environment, the industry and the market faced a business specialized in french fries to the final consumer in Medellin -- The study focuses mainly on the consumer's knowledge of the product to base future business strategies -- As a method of study, an exploratory research was carried out with a mixed qualitative-quantitative methodological approach applied to three fronts of study as follows: in the first one the "desk research" technique was applied, allowing a documentary review of secondary sources to establish the macro business environment and characterization of the industry -- On the second front, interviews were conducted with entrepreneurs and chefs of the sector, as well as the use of a model of competitive analysis by Michael Porter, as well as the benchmarking tool for the category -- In the third and last consumer-related front, the focus group technique is applied to know the consumer's qualities of the product, and to complement the measurement a quantitative probabilistic research is developed throughout the city of Medellin through a face-to-face survey, with the purpose of establishing the different groups of generational consumers, the preferences and consumption habits of the chips where the main segmentation variable was age; using different multivariate analysis that facilitates the statistical treatment of data in a simple way -- The investigative exercise allowed to establish an attractive scenario for the future realization of strategic planning and the management of a business specialized in P. F. T. F. from the macro environment and the consumer itself
BTL, una herramienta para recordar y fidelizar
(Universidad EAFIT, 2010) Zuluaga Duque, Juan David; Goméz, Raúl
¿Cómo es la experiencia de consumo de contenidos digitales en la generación C?
(Universidad EAFIT, 2021) Ángel Restrepo, Alejandro; Rodríguez Garza, Rodolfo; Giraldo Hernández, Gina María; Salazar Angarita, Daniel
The objective of this qualitative study was to know the experience in the consumption of digital content, as well as to identify the ecosystem around the content, emotions and habits that these generations (Generation C) have in their experience of use daily, to produce and consume content in different categories, channels, formats and audiovisual media. For this purpose, eight semi-structured interviews were prepared, corroborating this information with a series of online surveys, resulting in a guide to generate and / or consume content by brands. Within this experience, it was identified that the smartphone is the main tool for consuming and sharing content and that video is the preferred format for consuming content. We were also able to conclude that content platforms such as YouTube are a favorite among connected consumers and that social networks are ideal for generating conversations. With the findings found, we were able to analyze the most common moments for their consumption, so that companies and brands can create strategies and develop differential tools before their competitors, which efficiently impact and can relate to new consumers, to generate a good experience connecting with your audience and your consumer in real time, viralizing that content on digital platforms within the connected generation. Based on the results obtained, we hope that it will constitute a contribution to the academic environment of content marketing at the time of generating conversations and interactions. Keywords: content marketing, digital content, Prosumer, Generation C, experience in content consumption, connected consumers.
¿Cómo pueden las empresas entender las necesidades de las personas?
(2012) Abad Restrepo, Ana Cristina; Bejarano Botero, Luis Mauricio; Arango Uribe, María Adelaida; Gómez Rico, Elena María; Muriel Gil, Luisa Fernanda; José Ignacio; Ana Cristina Abad Restrepo (abad@eafit.edu.co); Mauricio Bejarano (mbejara@eafit.edu.co)
La competitividad en los utensilios para la cocción en la cocina colombiana
(Universidad EAFIT, 2017) Escobar Henao, Jorge Mario; Serrano Rivero, Sergio Andrés; Rojas De Francisco, Laura Isabel
The cookware category has a high global competition, but at the same time it presents great opportunities having in mind its market size -- In the case of U.S.A, the market size during 2015 was 3.25 billion USD (Euromonitor International, 2016) -- The goal of this research was to find the different main factors that would affect product competitiveness as well as the capacity of offering more customer attractive products by using the same, or less resources than other competing companies (Chavarría et al, 2002); as well as the factors that defined the value that is perceived by customers during product purchasing and product use -- It was also important to understand what product characteristics companies should focus on in order to fulfill the customers’ expectations, to benefit both by aligning offer and demand, from what users value the most -- In order to achieve this, a descriptive investigation was performed through surveys which gathered information about customer’s opinions as well as identifying their preferences -- On the other hand, an investigation on the impact of the Colombian Pesos per U.S. Dollar exchange rate on production costs which affected product competitiveness was performed, by analyzing data bases within a company of the cookware industry -- Aspects that help define consumers’ preferences and perceived value regarding kitchen utensils are identified, as well as well as determining certain characteristics related with color, novelty, their relation with the environment, and others which affect their decision, as well understanding the relevance of the products’ place of manufacturing -- The cost for these products within the Colombian market is also analyzed, whether they are manufactured in China or Colombia, as an element to have in mind regarding market competitiveness -- The importance of this investigation is to communicate the way that companies can focus their efforts on, in order to deliver the most value to their customers -- This way it allows for these companies which focus on generating this value, to gain advantage comparing to their competitors as they will increase the possibility of their products to be chosen by customers, as they fulfill their expectations, and at the same time control their costs for their product offer
Comportamiento de compra de estudiantes universitarios de la ciudad de Armenia
(Universidad EAFIT, 2013) Vélez Parra, Gloria Inés; Osorio Ceballos, Hugo; Cuéllar Bermúdez, Ulises Orestes
Para los estudiantes universitarios los bienes y servicios de diversión son un factor fundamental entre sus actividades cotidianas, por lo tanto, conocer cuáles son los comportamientos de compra de los jóvenes, asociados a este tipo de productos, se convierte en un factor determinante para aquellas organizaciones que se dedican a estas actividades, por medio de esta investigación se pretende entregar herramientas para que dichas organizaciones puedan establecer sus estrategias -- Para lograr este objetivo, se aplicó una encuesta personal estructurada orientada a 384 jóvenes universitarios de las universidades pertenecientes a U51, además de realizar una sesión de grupo con 9 jóvenes de estas universidades -- Con la recolección de la información lograda con estas técnicas, se pudo establecer que no existe diferencia marcada entre el comportamiento de los jóvenes de estas universidades, en cuanto a adquirir productos asociados a la diversión se refiere, teniendo en cuenta las diferencias demográficas que se pueden presentar y fundamentalmente, basados en la información demográfica, con los estudiantes de la Universidad del Quindío -- Los jóvenes son poco ritualistas, buscan divertirse principalmente, con rumba nocturna, música y comiendo fuera de casa; su principal grupo de referencia corresponde a sus amigos, que no siempre coinciden con sus compañeros de universidad; buscan divertirse además con productos de calidad, en lugares cómodos, que ofrezcan variedad y buen servicio
Comprensión de la relación del consumidor entre los 30 y 40 años con las estrategias de comercio electrónico de alimentos sostenibles en la ciudad de Medellín
(Universidad EAFIT, 2021) Gómez Jaramillo, Stephanie; Ospina Lopera, Mónica Liliana; Giraldo Hernández, Gina María
This investigation study aims to understand the relationship of consumers between the ages of 30 and 40 years in the city of Medellín with sustainable food e-commerce strategies. Current trends in eating habits and environmental practices open opportunities to propose solutions that allow promoting these good health practices and environmental sustainability. There are not many figures regarding this trend, but there is relevant information on vegetarianism and the sale of healthy foods, such as those pointed out by Laura Vita Mesa (2020) in a newspaper article and which are cited below: The Euromonitor firm reported that the global consumption of vegan and vegetarian products in 2016 was US $ 51,000 million, while the sale of healthy foods in 2017 amounted to US $ 1 billion. Acumen Research estimated that, by 2026, the size of this market globally will be approximately US $ 24 trillion. (p. 1) The investigation will make it possible to understand how the consumer of an age range between 30 and 40 years in the city of Medellín is related to the electronic commerce platforms of sustainable food, that is, food from ecological and responsible, natural and artisanal production, focused on caring for self-being, life and the environment. By 2020 there were 406,272 people in this age range, a figure that represents 15.8% of the city's population (Mayor's Office of Medellín, 2020). Through this investigation, the preferences of the target audience in terms of food´s ecommerce, the current situation of the sustainable food market, advantages and disadvantages of the proposal, among other relevant aspects, will be determined.
Construcción de confianza digital a partir de una intervención argumentativa multimodal en el Marco East con un A/B testing
(Universidad EAFIT, 2021) Cano Torres, Astrid Carolina; Arteaga Orrego, Juan Pablo; Echeverri Álvarez, Jonathan
Criterios sobre el espacio en la compra de vivienda nueva para familias con mascota
(Universidad EAFIT, 2021) López Obando, Estefanía; Muñoz Molina, Yaromir
Due to the pet ownership increase in Colombian homes in the last years, this industry has had an important development in categories such as food, accessories, day cares, restaurants, spas, funeral services, joy and fun, and beauty, among others. The emotional bond between people and their pets has evolved along time, bringing with them the demands of new in shopping malls, restaurants and public zones from pet owners. The objective of this investigation was to identify the criteria of a pet owner family when is buying a new house, starting from their demands about open spaces for interaction. For this, a secondary source of information analysis was made, with the purpose of knowing the actual trends in the pet market and the transformation that they've had inside society. This descriptive study of qualitative nature has been made with buyers from Bambú, Teka, Zapán, Matiz and Siena, which are housing projects, built by Núcleo Constructora in Ciudad Natura in the city of Dosquebradas (Risaralda). The results of this study are relevant for the planning of new housing projects that can adapt to the needs and demands of actual families, that in general tend to be smaller and to have pets at home. Taking into consideration that pets are now considered active members in the families, demands of space are higher and the conception of the zones for living and interacting with pets inside and outside of the house become to play a fundamental role in the house buying decision taking.
Desarrollo de un mueble de cocina para nuevos espacios reducidos
(Universidad EAFIT, 2010) Betancur Cortés, Juan Esteban; Cadavid López, Ángela María
Determinación de la percepción que los usuarios tienen acerca de las vacunas utilizadas en el sector porcícola antioqueño
(Universidad EAFIT, 2011) Hincapié Valencia, Paola Vanessa; Castillo Fortich, Horacio; Londoño Jaramillo, Juan Gonzalo; Baby Moreno, Jaime
El objetivo de esta investigación fue establecer las características que los porcicultores más valoran de sus proveedores actuales de vacunas y jerarquizarlas cuantitativamente, según el grado de importancia que tienen, para construir un indicador del Valor Percibido por el Cliente (VPC) cuya utilización les permita a los proveedores de vacunas del sector porcino tener ventajas competitivas en el mercado. Como lo afirman Al-Sabbahy, H., Ekinci, Y. y Riley, M., en su trabajo de 2002, el VPC ha adquirido importancia y popularidad en el ámbito de los negocios por su efecto sobre el comportamiento del consumidor y sus implicaciones estratégicas para el éxito de las empresas. Estos autores plantean que el ofrecimiento de valor a cambio de dinero no solamente influye en el comportamiento de selección del producto en la fase de pre-compra, sino que también afecta la satisfacción, intención de re-compra y de recomendación, en la fase de pos-compra. Este reporte se estructura de la siguiente manera: primero, una descripción del problema,seguido de un marco teórico en el que se explica el concepto de Valor Percibido por el Cliente (VPC), herramienta central de este trabajo; por último, el desarrollo del método usado para la estimación del VPC en el mercado de vacunas del sector porcícola en Antioquia y una sección de anexos.
Diseño de un plan exportador para la Pyme Fioretto Diseños S. A. S., dentro del marco del grupo Antioquia Exporta Más (Memoria metodológica)
(Universidad EAFIT, 2017) Zapata Vahos, Jorge León; Waserman Álvarez, Jean Paul; Uribe Ochoa, Beatríz Amparo
The following methodological report constitutes the description by which the exporter plan for the company Fioretto Diseños was developed, within the framework of the Antioquia Exporta Más Group -- In the first instance, a diagnosis of the company was made, in order to identify the exporting potential and subsequently the countries of Canada and Peru were selected, to which an analysis of the cultural, political, economic and physical distribution of the product was carried out to them, in order to elaborate a set of strategies, conclusions and recommendations to carry out the implementation of the export plan
Diseño de un proceso de producción de cerveza artesanal con sabor a café
(Universidad EAFIT, 2017) Monsalve Machado, Juliana; Vélez Restrepo, Laura; Gutiérrez Monsalve, Jaime Andrés
Diseño de una experiencia en un bar en la ciudad de Medellín
(Universidad EAFIT, 2011) Díaz Duarte, Adriana; Ortíz Pérez, Nicolás; Jaramillo Cardona, Francisco; Botero Jaramillo, Mónica
Este trabajo de grado tiene como propósito implementar varias herramientas del diseño emocional para luego reflejarse en el diseño final de un espacio: un bar dirigido a un mercado homosexual -- Siendo la experiencia el hilo conductor y el fin al cual se quiso llegar -- Lo primero es entender por parte de varios autores la definición de experiencia para determinar los elementos necesarios que conforman la misma -- De igual forma se realiza una investigación sobre el público objetivo para sustraer además de las preferencias sobre los lugares actuales, palabras que puedan describir los niveles visceral, conductual y reflexivo de la experiencia -- Teniendo como base esto se inicia la etapa de diseño formal en el que también mediante el uso de herramientas del diseño emocional se evalúan los conceptos -- El diseño final del bar finaliza con un recorrido virtual en el establecimiento y es evaluado desde la perspectiva de las emociones; generando un lazo coherente desde el principio del proyecto hasta el final de éste -- Como contribución, queda este proyecto a los Ingenieros de Diseño de Producto para que sea un punto de partida en futuros estudios de diseño emocional en el diseño de productos
Efectividad de la estrategia promocional de “compra con retoma de vehículos” en la fidelización de marca
(Universidad EAFIT, 2016) Restrepo Lozada, Mary Alejandra; Montoya Serna, Ruth Teresita; Rojas De Francisco, Laura Isabel; Muñoz Molina, Yaromir
Esta investigación describe la efectividad de la estrategia promocional de compra con retoma de vehículos en la fidelización de la marca y el incremento de las ventas en el caso estudiado de la campaña “Con Renault estrena dos veces” -- La metodología empleada fue un estudio de caso en el que la unidad de análisis correspondió a un cliente que participó en la promoción, directivos de la empresa y encargados de la agencia de publicidad que lideraron la campaña -- Los resultados evidencian que la influencia de la campaña frente a la fidelización de la marca fue baja, pues solo un 6% de los clientes accedieron a la opción de recompra; como estrategia para capturar nuevos clientes, la promoción implementada por la empresa fue exitosa -- La expectativa frente a la campaña hizo que los clientes decidieran visitar las instalaciones de la agencia, lo que supuso una oportunidad de venta para la compañía -- El estudio es relevante para el área de conocimiento porque permitió identificar aspectos de mejora de la estrategia promocional “compra con retoma de vehículos” implementada por la empresa estudiada, lo que puede redundar en otras de fidelización mucho más efectivas
Los empaques plegadizos como influenciador de compra en los productos de cuidado femenino
(Universidad EAFIT, 2018) Londoño Echeverri, María Camila; Botero Cardona, Andrés; Mejía Gil, María Claudia
In recent years, packaging has become essential for the interaction between the brand and consumers -- With this investigation we sought to know the role of packaging in the decision to buy tampons by women in the city of Medellin, between 25 and 40 years old, from strata 4, 5 and 6 -- The main relevant packaging attributes with a greater relevance when making the purchase of these feminine products, were analyzed -- (Attributes were analyzed of packaging that have a greater relevance when making the purchase of these feminine care products) -- The method used to carry out this exploratory investigation was a mixed method -- Four focus groups were studied, 12 exercises of Eye Tracker were carried out, accompanied by 12 interviews and then the analysis of the information was carried out under an Excel analysis matrix -- The following aspects were identified as the most relevant: the brand, the packaging functionality, the graphic design and the promotions -- The environmental factor was also highlighted in an important way -- With this research it is expected that the professionals that are related to the development of packaging or sale of these products find relevant information for their development and sales arguments to achieve a successful packaging
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.

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