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¿Cómo Son Los Consumidores Del Mercado De Las Mayorías En Venezuela? Una Aproximación A La Construcción Del Perfil Psicográfico

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  • RAQUEL PUENTE CASTRO,

    ()

  • SABINA LÓPEZ DI BLASI,

    ()

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    Abstract

    Esta investigación desarrolla un perfil de los consumidores del mercado de las mayorías, a partir de la comprensión de su entorno, cotidianidad, valores, aspiraciones y dinámica de compra/consumo. Se desarrolló un estudio etnográfico en hogares, por medio de 68 entrevistas a personas de los niveles socioeconómicos bajos, en Venezuela. Entre los resultados destaca que existen diferencias que permitirían agrupar preliminarmente a los consumidores en dos segmentos No vivo mal y voy pa´ mejor" y "Estoy mal y no veo salida". Pese a estas diferencias, ambos grupos comparten similitudes importantes, relacionadas con sus valores: la familia, la solidaridad, la honestidad, y la convicción de que el éxito se alcanza a través de estudio y trabajo."

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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1061/1085
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    Bibliographic Info

    Article provided by UNIVERSIDAD ICESI in its journal ESTUDIOS GERENCIALES.

    Volume (Year): (2011)
    Issue (Month): ()
    Pages:

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    Handle: RePEc:col:000129:009129

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    Related research

    Keywords: Consumidores de bajos ingresos; base de la pirámide; comportamiento del consumidor; perfil psicográfico; valores.;

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