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Diferencia de género en el proceso entre producto y marca

dc.contributor.advisorBarahona Urbano, Helder
dc.contributor.authorCorrea Sanabria, Ángela Marcela
dc.contributor.authorLeaño Léon, Lina Marcela
dc.date.accessioned2012-11-30T19:25:40Z
dc.date.available2012-11-30T19:25:40Z
dc.date.created2008
dc.date.issued2012-11-30
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dc.identifier.urihttp://hdl.handle.net/10818/4493
dc.description20 Páginas.
dc.description.abstractHoy en día las diferentes empresas enfocan sus propuestas de mercadeo a la diferenciación de géneros, ya que diversos estudios han demostrado que estas diferencias, tanto estructurales como de percepción, son determinantes a la hora de la compra de un producto; como en el caso de las mujeres quienes se ven más influenciadas por la marca, ya que es esta la que establece un vinculo emocional con el cliente, por la misma naturaleza sensible, es más probable que la mujer compre con el determinante de conseguir más que un producto un valor de marca. Los hombres tienden a buscar productos que satisfagan sus necesidades, ya que su preocupación vital es la funcionalidad del producto más que el valor emocionales_CO
dc.language.isoeses_CO
dc.publisherUniversidad de La Sabana
dc.sourceUniversidad de la Sabana
dc.sourceIntellectum Repositorio Universidad de la Sabana
dc.subjectPublicidad-Aspectos psicológicos-Investigacioneses_CO
dc.titleDiferencia de género en el proceso entre producto y marcaes_CO
dc.typebachelorThesis
dc.publisher.programPsicología
dc.publisher.departmentFacultad de Psicología
dc.identifier.local89299
dc.identifier.localTE04217
dc.type.localTesis de pregrado
dc.type.hasVersionpublishedVersion
dc.rights.accessRightsopenAccess
dc.creator.degreePsicólogo


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