Análisis del comportamiento del consumidor en la Adquisición de cocinas de inducción en la Florida Norte de Guayaquil.
Fecha
2017
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Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación tiene como objetivo entender y
demostrar el comportamiento del consumidor que ha adoptado posterior a
las disposiciones gubernamentales acerca del Programa de Eficiencia
Energética para Cocción por Inducción (PEC), que fue implementado en
agosto del 2014 y posteriormente ha generado de alguna manera
cuestionamientos positivos y negativos en actuales y potenciales clientes de
Almacenes Credigam, el cual se encuentra ubicado en el sector Florida
Norte de la ciudad de Guayaquil. Los moradores del sector antes
mencionado, no adquieren las cocinas de inducción por temor al incremento
del valor a cancelar de sus planillas de energía eléctrica debido al uso diario
de las cocinas y entre otras causas principales la costumbre de haber
siempre utilizado la versión a gas y no tienen el suficiente conocimiento si
este nuevo producto va a brindarles la misma satisfacción, además del gasto
en el que incurrirían al momento de cambiar la toma de energía en los
domicilios siendo este un requisito indispensable para el funcionamiento de
este producto. Esta propuesta consiste en la implementación de estrategias
promocionales que le permita a Almacenes Credigam recuperar las ventas
en la línea de cocinas de inducción. La estructura de las estrategias promocionales se enfocan básicamente en publicidad y promoción para
lograr atraer los intereses del mercado meta
The objective of this research is to understand and demonstrate the behavior of the consumer that has adopted after the government needs about the Energy Efficiency Program for Induction Cooking (PEC), which was implemented in August 2014 and has subsequently generated some Positive and negative questionings on clients and potential clients of Almacenes Credigam, which is located in the Florida Norte sector of the city of Guayaquil. The inhabitants of the sector mentioned above, do not purchase induction cookers for fear of increasing the value to cancel their electric energy templates for the daily use of kitchens and for other main causes the habit of always using the gas version and Not enough knowledge of this new product will provide the same satisfaction, in addition to the expense they would incur at the time of changing the power outlet in the homes with this requirement essential for the operation of this product. This proposal consists in the implementation of promotional strategies that allow Almacenes Credigam to recover sales in the line of induction cookers. The structure of promotional strategies is basically focused on advertising and promotion to attract the interests of the target market.
The objective of this research is to understand and demonstrate the behavior of the consumer that has adopted after the government needs about the Energy Efficiency Program for Induction Cooking (PEC), which was implemented in August 2014 and has subsequently generated some Positive and negative questionings on clients and potential clients of Almacenes Credigam, which is located in the Florida Norte sector of the city of Guayaquil. The inhabitants of the sector mentioned above, do not purchase induction cookers for fear of increasing the value to cancel their electric energy templates for the daily use of kitchens and for other main causes the habit of always using the gas version and Not enough knowledge of this new product will provide the same satisfaction, in addition to the expense they would incur at the time of changing the power outlet in the homes with this requirement essential for the operation of this product. This proposal consists in the implementation of promotional strategies that allow Almacenes Credigam to recover sales in the line of induction cookers. The structure of promotional strategies is basically focused on advertising and promotion to attract the interests of the target market.
Descripción
Palabras clave
COMPORTAMIENTO DE CONSUMIDOR, ESTRATEGÍAS PROMOCIONALES, COMUNICACIÓN, INDUCCIÓN