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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

Listed author(s):
  • Enrique Saravia Vergara

    ()

    (Universidad del Pacífico, Lima (Perú))

Registered author(s):

    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.

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    File URL: http://revistas.up.edu.pe/index.php/business/article/view/773/772
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    Article provided by Universidad del Pacífico - University of the Pacific Lima (Peru) in its journal Journal of Business.

    Volume (Year): 2 (2010)
    Issue (Month): 2 ()
    Pages: 76-97

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    Handle: RePEc:udp:journl:v:2:y:2010:i:2:p:76-97
    Contact details of provider: Web page: http://journalofbusiness.up.edu.pe

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