Examinando por Materia "Percepciones de compra"

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    Percepciones, emociones y atributos más relevantes al explorar un catálogo de ropa casual femenina por parte de las mujeres entre 26 y 50 años, de estratos 3 y 4 en la ciudad de Medellín
    (Universidad EAFIT, 2021) Arroyave Gómez, Erika; Zapata Hernández, Valentina; Asuad, María Antonia; Acevedo Mejía, Erika Cristina
    The objective of this research is to identify the perceptions, emotions and most relevant attributes when exploring a catalog of women's casual clothing by women between 26 and 50 years old, of social stratum 3 and 4 in the city of Medellin, because they are the most frequent catalog buyers of female casual clothes. Direct sales companies that use catalogs to display their clothes have a big challenge and it is that the buyers do not have the possibility of interact with the clothes before their purchase decision. To meet this objective, first of all, the context, background and frame of reference with the definition of the key concepts are presented through a literature review. Subsequently, the main elements and phases that influence in the perception are developed, as well as the emotions that are generated when exploring a catalog of women's casual clothing, and then the most important attributes when viewing a catalog. Finally, the methodological aspects that were addressed for the realization of the proposed research, the findings detected by specific objective, the conclusions and recommendations are presented. A qualitative methodology was used for the research, and the data was collected through semi-structured interviews that were conducted virtually through the Teams platform due to the covid-19 pandemic conditions.