ROL DE LA PERCEPCIÓN DE CALIDAD DE MARCA Y EXCLUSIVIDAD SOBRE LA INTENCIÓN DE COMPRA DE PRODUCTOS ARTESANALES EN CUENCA-ECUADOR
DOI:
https://doi.org/10.33324/udaakadem.vi17.1119Keywords:
calidad de marca, comportamiento del consumidor, percepción de exclusividad, intención de compra, productos artesanalesAbstract
Este estudio tuvo como objetivo determinar cómo se ve afectada la intención de compra de los consumidores de productos artesanales, a través de la percepción de calidad de marca y exclusividad. Se realizó una investigación descriptiva con un enfoque cuantitativo, mediante la aplicación de encuestas de manera personal a individuos entre 18 y 65 años, obteniendo la respuesta de 392 personas. Los hallazgos determinaron que la calidad de marca tiene una influencia positiva en la intención de compra. De igual manera, la percepción de exclusividad influye de forma positiva en la intención de compra. Sin embargo, la percepción de exclusividad deja de ser estadísticamente significativa cuando actúa de manera conjunta con la variable de calidad de marca. Las conclusiones aportan insumos relevantes para que los directivos de empresas orientadas a esta actividad comercial diseñen e implementen estrategias adecuadas para la vinculación efectiva con el consumidor.
Palabras clave:
calidad de marca, comportamiento del consumidor, percepción de exclusividad, intención de compra, productos artesanales
ABSTRACT
This study aimed to determine how the purchase intention of consumers of artisanal products is affected by their perception of brand quality and exclusivity. A descriptive research study was carried out using a quantitative approach, involving the personal application of surveys to individuals between 18 and 65 years old, resulting in a response from 392 people. The findings determined that brand quality has a positive influence on purchase intention. Likewise, the Perception of exclusivity positively influences purchase intention. However, the Perception of exclusivity is no longer statistically significant when it acts jointly with the brand quality variable. The conclusions enable managers of companies focused on this commercial activity to develop effective strategies to reach their target consumers.
Keywords:
brand quality, consumer behavior, perception of exclusivity, purchase intention, handicraft products
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