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Diferencia de género en el proceso entre producto y marca
dc.contributor.advisor | Barahona Urbano, Helder | |
dc.contributor.author | Correa Sanabria, Ángela Marcela | |
dc.contributor.author | Leaño Léon, Lina Marcela | |
dc.date.accessioned | 2012-11-30T19:25:40Z | |
dc.date.available | 2012-11-30T19:25:40Z | |
dc.date.created | 2008 | |
dc.date.issued | 2012-11-30 | |
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dc.identifier.uri | http://hdl.handle.net/10818/4493 | |
dc.description | 20 Páginas. | |
dc.description.abstract | Hoy 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 emocional | es_CO |
dc.language.iso | es | es_CO |
dc.publisher | Universidad de La Sabana | |
dc.source | Universidad de la Sabana | |
dc.source | Intellectum Repositorio Universidad de la Sabana | |
dc.subject | Publicidad-Aspectos psicológicos-Investigaciones | es_CO |
dc.title | Diferencia de género en el proceso entre producto y marca | es_CO |
dc.type | bachelorThesis | |
dc.publisher.program | Psicología | |
dc.publisher.department | Facultad de Psicología | |
dc.identifier.local | 89299 | |
dc.identifier.local | TE04217 | |
dc.type.local | Tesis de pregrado | |
dc.type.hasVersion | publishedVersion | |
dc.rights.accessRights | openAccess | |
dc.creator.degree | Psicólogo |
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