Comportamiento del consumidor de calzado deportivo económico nacional caso marca Rocker
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2021-09
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Universidad de Guayaquil: Facultad de Comunicación Social
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El trabajo investigativo estudia de manera general el proceso de compra del consumidor y se ubica especialmente en la problemática principal, se indaga en la percepción y conducta que tienen las personas antes de adquirir un producto. La perspectiva metodológica en la investigación es cualitativa y cuantitativa, se hace uso de técnicas como la encuesta y la entrevista para la recolección de datos, reduciendo la investigación y análisis, al comportamiento del consumidor antes, durante o después de obtener calzado deportivo económico nacional marca Rocker, para la satisfacción de sus necesidades. La información fue determinada en la base de datos que maneja la marca para establecer una correcta población y muestra de estudio. El objetivo es conocer qué piensa que cliente de la marca, cuáles son sus expectativas antes de adquirir el calzado deportivo, qué hace que prefiera esta marca frente a la competencia, cómo se percibe al consumidor, y como preferiría adquirir este producto. Se ultima como ventajas conocer más a los compradores de la marca, mejorar la comunicación e interacción, consolidar estrategias de marketing deportivo para potenciar la imagen de marca.
The investigative work studies in a general way the consumer buying process and is located especially in the main problem, it investigates the perception and behavior that people have before purchasing a product. The methodological perspective in the research is qualitative and quantitative, using techniques such as surveys and interviews for data collection, reducing research and analysis to consumer behavior before, during or after obtaining cheap national brand sports shoes. Rocker, for the satisfaction of your needs. The information was determined in the database managed by the brand to establish a correct population and study sample. The objective is to know what the customer thinks of the brand, what their expectations are before purchasing sports shoes, what makes them prefer this brand over the competition, how the consumer is perceived, and how they would prefer to purchase this product. It is finalized as advantages to know more about the buyers of the brand, improve communication and interaction, consolidate sports marketing strategies to enhance the brand image.
The investigative work studies in a general way the consumer buying process and is located especially in the main problem, it investigates the perception and behavior that people have before purchasing a product. The methodological perspective in the research is qualitative and quantitative, using techniques such as surveys and interviews for data collection, reducing research and analysis to consumer behavior before, during or after obtaining cheap national brand sports shoes. Rocker, for the satisfaction of your needs. The information was determined in the database managed by the brand to establish a correct population and study sample. The objective is to know what the customer thinks of the brand, what their expectations are before purchasing sports shoes, what makes them prefer this brand over the competition, how the consumer is perceived, and how they would prefer to purchase this product. It is finalized as advantages to know more about the buyers of the brand, improve communication and interaction, consolidate sports marketing strategies to enhance the brand image.
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CONSUMIDOR, COMPORTAMIENTO DEL CONSUMIDOR, NECESIDADES, CALZADO DEPORTIVO, MARKETING DEPORTIVO
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