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Factores que explican la intención de compra de pizzas en jóvenes universitarios de carreras de negocio en una universidad de Lima

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  • Enrique Saravia Vergara

    () (Universidad del Pacífico, Lima (Perú))

Abstract

El presente estudio explora las principales variables que influyen en la decisión de compra de los consumidoresde pizza, en el segmento de jóvenes universitarios de carreras de negocio en una universidad de Lima. Elestudio muestra que la intención de compra de pizzas en este grupo objetivo depende de la «imagen» de laempresa, el «precio» y, en tercera instancia, la «calidad» de las pizzas, mientras que la «responsabilidadsocial» influye en estos atributos. A su vez, en la investigación también se identifican las variables relevantesde cada uno de estos factores, como el prestigio, la confianza y la garantía de la marca; el precio y laspromociones y descuentos; el sabor y la calidad de los insumos; la respuesta a reclamos y sugerencias; laatractividad de los locales, entre otras variables relevantes.

Suggested Citation

  • Enrique Saravia Vergara, 2010. "Factores que explican la intención de compra de pizzas en jóvenes universitarios de carreras de negocio en una universidad de Lima," Journal of Business, Universidad del Pacífico (Lima, Perú), Universidad del Pacífico (Lima, Perú), vol. 2(2), pages 76-97.
  • Handle: RePEc:udp:journl:v:2:y:2010:i:2:p:76-97
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    File URL: http://revistas.up.edu.pe/index.php/business/article/view/37/38
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    More about this item

    Keywords

    Intención de compra de pizzas; factores de decisión de compra; atributos de calidad de pizzas; imagen empresarial; responsabilidad social;

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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