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La importancia de la innovación en el producto para generar posicionamiento en los jóvenes

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  • Wilson Giraldo Pérez
  • María Cristina Otero Gómez

Abstract

Este artículo de investigación financiado por la Universidad de los Llanos presenta, de forma jerarquizada los factores de innovación que los consumidores aceptan como válidos para mejorar los procesos de posicionamiento y compra de productos que se ofrecen en el mercado. En este caso, los consumidores son jóvenes, hombres y mujeres, con edades que oscilan entre 16 y 24 anos, residentes en Villavicencio (Colombia) quienes participaron del estudio cuantitativo. Así se planteó como hipótesis que existe una relación positiva entre las características demográficas del consumidor (edad y nivel socioeconómico) y la innovación del producto; los resultados evidencian que este grupo etario, mayoritariamente, se muestra sensible al análisis económico, puesto que gran parte de ellos dependen financieramente de un adulto y eso limita sus posibilidades de compra y consumo. En orden de importancia jerárquica, para los encuestados, la mayor calificación la obtuvieron los factores de: valor de uso y calidad percibida del producto y la menor calificación corresponde al precio de estos, finalmente, no se evidencia la existencia de correlación alguna asociada a los elementos demográficos de los jóvenes de la ciudad y los factores de innovación.

Suggested Citation

  • Wilson Giraldo Pérez & María Cristina Otero Gómez, 2017. "La importancia de la innovación en el producto para generar posicionamiento en los jóvenes," Revista Facultad de Ciencias Económicas, Universidad Militar Nueva Granada, vol. 25(2), pages 179-192, September.
    • Handle: RePEc:col:000180:015756
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    File URL: https://revistas.unimilitar.edu.co/index.php/rfce/article/view/3072
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    References listed on IDEAS

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    1. Wagner A. Kamakura & Bruce S. Kossar & Michel Wedel, 2004. "Identifying Innovators for the Cross-Selling of New Products," Management Science, INFORMS, vol. 50(8), pages 1120-1133, August.
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    1. Jesús Rafael Fandino Isaza & Silvana Dalmutt Kruger & Antonio Zanin, 2022. "Caracterización en la gestión de innovación de pymes por efecto del Coronavirus: estudio comparativo Colombia y Brasil," Revista Estrategia Organizacional, Universidad Nacional Abierta y a Distancia, vol. 11(1), pages 109-187, March.

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