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El Consumidor Frente Al Euro: El Efecto Ilusión Monetaria A Medio Plazo /

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Author Info

  • Álvarez Álvarez, B.

    ()
    (Universidad de Oviedo (España))

  • Vázquez Casielles, R.

    ()
    (Universidad de Oviedo (España))

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    Abstract

    En el presente trabajo se recoge la influencia que ha tenido la introducción del euro sobre el proceso de compra desarrollado por el consumidor. El primer objetivo perseguido es determinar el efecto que ha tenido su entrada en vigor sobre la formación de los precios de referencia estimados por el consumidor. En cuanto al segundo objetivo se pretende realizar una segmentación de la demanda considerando la facilidad de adaptación a la nueva moneda y los efectos del cambio sobre su proceso de compra. Si bien otros trabajos se han centrado en analizar los efectos inmediatos de la introducción del euro, la visión que se ofrece en la esta investigación muestra cuál es la situación dos años después del cambio de moneda. Los resultados son concluyentes: la estimación de los precios de referencia aún entraña ciertas dificultades siendo víctimas de un efecto de ilusión monetaria. El proceso de adaptación aún no ha finalizado para una proporción importante de consumidores, 48%, quienes se enfrentan a la compra con importantes dificultades. / The present paper analyses the influence the introduction of the euro has had on the buying process developed by the consumer. The first aim pursued is to determine the effect of its coming into force on the formation of the reference prices estimated by the consumer. The second aim is to carry out a segmentation of the demand considering the easiness of adaptation of the new currency and the effects of the change on the buying process. Although other works have focused on analysing the immediate effects of the introduction of the euro, the view offered in our own research shows what the situation is like two years after the change of currency. The results are conclusive: the estimation of the reference prices still entails some difficulties, these being victims of an effect of monetary illusion. The adaptation process has not finished yet for a significant proportion of consumers, 48%, who face purchasing with important difficulties.

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    Bibliographic Info

    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 13 (2007)
    Issue (Month): 3 ()
    Pages: 77-92

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    Handle: RePEc:idi:jiedee:v:13:y:2007:i:3:p:77-92

    Contact details of provider:
    Postal: Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España
    Phone: (+34) 986812473
    Fax: (+34) 986812401
    Web page: http://www.aedem-virtual.com/es/journal/iedee

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    Keywords: Precio de referencia; Euro; Ilusión monetaria; Segmentación.; Reference price; Euro; Money illusion; Segmentation.;

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