Examinando por Materia "Pinturas premium"

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    Motivadores e inhibidores de compra en pinturas arquitectónicas premium en la ciudad de Medellín
    (Universidad EAFIT, 2021) Escobar Gaviria, Juliana; Moncada Cárdenas, Juan Pablo; Muñoz Molina, Yaromir De Jesús; Mejía Gil, María Claudia
    This research is carried out to find out which are the motivators or inhibitors of the purchase of Premium paints in people from stratum 4, 5 and 6 in Medellin, between 30 and 65 years old and who have had a close experience with the paintings in the last year, being decision makers to purchase them. This target is chosen because, in these stratum and ages, there are the largest decision makers to purchase premium paint for their homes or businesses. The research is carried out in a context of atomized market and with products that differ less from the competition and in a category what is very far from the consumer. This has generated an increase in the supply of paints from different brands and the loss of market share of the leading brands. Due to the above, we want to know in depth, what are those factors that affect the purchase or the abstention from buying paint that exceeds the average market price. The research method consists: in-depth interviews with a sample of the subjects. With the results, it is expected to develop knowledge for the category of Premium paints in the medium and long term. As the main research findings, it is found that the most common is self-satisfaction and the well-being of the people with whom one lives, since through having a beautiful, arranged space that reflects harmony, they manage to demonstrate their interest in the other. At the time of inquiring about the point of sale that the target people of the investigation frequent most, we found that large stores such as Homecenter play an important role in the purchase decision, as well as specialized stores. As for motivators, the main one for a Premium paint buyer is to see a project materialize that involves a place to which they want to give identity and that transmits a sense of home, therefore, security The inhibitors of starting a project for buyers are as such directly related to the product, as it deserves to be bothered for a period of time. The price variable plays an important role, because although premium paint is related to quality and durability, it does not stop impacting budgets and is visible in decision-making.