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¿Qué atributos busca el consumidor en prendas de vestir? Un análisis aplicado al mercado de la indumentaria en Argentina

Author

Listed:
  • Belmartino, Andrea
  • Liseras, Natacha
  • Berges, Miriam

Abstract

El principal objetivo del presente trabajo es analizar las decisiones de compra de los consumidores de productos de la industria textil-confecciones con marca y diseño. Para ello, mediante un abordaje cuantitativo, se encuestó, dentro de locales comerciales de indumentaria, tanto a compradores como a no compradores. El estudio se realizó en la ciudad de Mar del Plata (Argentina). Los principales resultados indican que los factores que inciden en la decisión efectiva de compra corresponden a atributos del producto, tales como calidad y diseño, a los esfuerzos de la firma en la fidelización de los clientes y a características propias del consumidor.

Suggested Citation

  • Belmartino, Andrea & Liseras, Natacha & Berges, Miriam, 2016. "¿Qué atributos busca el consumidor en prendas de vestir? Un análisis aplicado al mercado de la indumentaria en Argentina," Nülan. Deposited Documents 2470, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    • Handle: RePEc:nmp:nuland:2470
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