El aroma al evaluar el involucramiento del consumidor con un producto y su percepción de calidad

  • Ana M. Arboleda Profesora, Departamento de Mercadeo y Negocios Internacionales, Universidad Icesi, Cali, Colombia
  • Julio C. Alonso Director del Centro de Estudios en Economía y Finanzas (Cienfi), Universidad Icesi, Cali, Colombia
Palabras clave: Calidad del producto, Involucramiento, Mercadeo sensorial, Mercadeo del aroma

Resumen

Este estudio analiza en qué medida, usando el aroma como fuente de información de artículos como bolsos o maletines, el involucramiento del consumidor y la calidad percibida explican el precio percibido. El método es un diseño experimental intragrupo completo donde los sujetos evalúan 3 estímulos olfativos: cuero, cuero sintético y tela. Los resultados muestran que al emplear el involucramiento y la percepción de calidad como 2 perspectivas independientes y simultáneas al momento de evaluar el producto, el involucramiento no es relevante. Por lo tanto, es la variable calidad y no el involucramiento la que determina el precio percibido.

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Publicado
2015-12-15
Cómo citar
Arboleda, A. M., & Alonso, J. C. (2015). El aroma al evaluar el involucramiento del consumidor con un producto y su percepción de calidad. Estudios Gerenciales, 31(137), 403-410. https://doi.org/10.1016/j.estger.2015.07.003
Sección
Artículo de investigación