Buying behavior constitutes an essential activity of individuals in contemporary society. Buying behavior occurs in response to a complex phenomenon normally preceded by what has been termed “previous activity” and does not end with satisfying some need. Once purchasing occurs the individual experiences a series of feelings and thoughts of satisfaction or frustration related to the purchased object or service (Fischer & Espejo, 2011). The objective of the present study was to determine compulsive buying levels from the conceptual standpoint proposed by Valence, D’Astous & Fortier which incude three factors: tendency to spend, buying sense of urgency, and feelings of guilt (Valence, 1988). The present study was the third of a series and used qualitative-explanatory methodology. A total of 1,385 adult residents of Mexico City’s metropolitan area: 60.1% females and 39.9% males participated. Results showed that most participants engaged in mild compulsive buying.
This study makes a descriptive analysis of the clients profiles that belong to the Y or Millenial generation in the city of Saltillo, Coahuila. The study was performed using the Values List Scale (LOV) attributed to Khale (Khale, Beatty, & Homer, 1986) quoted by Irene Ramos Soler (2008). This scale was used for the investigation of market segmentation and in identifying target markets. It is a work that has to do with the field of marketing. This study however is considered as an exploratory, descriptive, quantitative, and transversal investigation. Using Pearson's chi square analysis and an answer percentage comparison with the IBM SPSS software, they show us that the more important values are self-completion and selfesteem. A stratification sample was used. It also uses age variable and it applies a questionnaire instrument to 261 people that belong to Y generation in Saltillo, Coahuila.
Consumer behavior establishes a relationship between living level and the consumer material resources with the characteristics of innovation. This, however, is considered to be of significant importance to companies based on the needs of the market and the business environment. In the field of marketing, it is essential to know the market and there is a need to investigate the behavior for the selection of clothing. A study was carried out with the Chengedzai scale in the city of Saltillo, Coahuila, Mexico. It is an empirical investigation which concludes on two important aspects: loyalty to the brand that makes it possible for clothing consumers to generate a measurement of reasons for the consumers of clothing for innovation and the application of products, processes, and marketing innovation in its application in distribution systems. Keywords: Innovation, brand loyalty, Consumers ResumenEl comportamiento de consumo establece una relación entre nivel de vida y el consumo de bienes con las características de innovación, siendo esta una de las más importantes para las empresas para las necesidades del mercado y el medio ambiente de los negocios. En el ámbito de la mercadotecnia es imprescindible conocer al mercado, por lo cual hay una necesidad de investigar el comportamiento para la realización de compra de ropa. Se realizó un estudio con la escala de Chengedzai, en la ciudad de Saltillo, Coahuila, México. Es una investigación empírica, en donde se concluyen dos aspectos importantes, lealtad a la marca que hacen posible que los consumidores de ropa generen una medición de motivos para el consumo de ropa para la innovación y la aplicación de productos, procesos y la innovación del marketing en su aplicación en los sistemas de distribución.
The present study aims to determine which of the factors that considers the industrial small and medium enterprises. It makes them feel that they are better than their competitors. For this purpose, a factorial analysis of the variables was applied. These are findings which show that only two are the main factors in the industry. First, it involves what is related to internal marketing in terms of efficient processes, satisfied employees, and companies that have good performance and which are more profitable. Second, it also entails what concerns competitiveness. Here, we have the items of higher quality products, customer satisfaction, and adaptation to market changes that improves their intangible value. Keywords: Performance indicators, internal marketing, competitiveness ResumenEl presente trabajo intenta determinar cuáles factores consideran las miPyme de giro industrial, que intervienen para que consideren que están mejor que sus competidores; para ello se aplica un análisis factorial de las variables encontrándose que solo son dos factores los principales en la industria; lo relacionado con la mercadotecnia interna, en cuanto a procesos eficientes, empleados satisfechos, las empresas tienen rendimiento, y son más rentables. Y lo concerniente a la competitividad, donde se tienen los ítems de productos de mayor calidad, satisfacción del cliente y adaptación a los cambios de mercado, mejorando su valor intangible.Palabras-Clave: Indicadores de Rendimiento, marketing interno, competitividad
This paper focuses on the Consumer Behavior area in Saltillo, Coahuila, Mexico. It is an exploratory, descriptive, quantitative, and transversal study. Even if the study of the values is not new, the reality is that there is an interest to describe the profiles of the consumers under this perspective. Using the List Of Values (LOV) (Kahle, Beatty & Homer, 1986) cited by Irene Ramos Soler (2008), this scale has been used in the investigation of various market segmentation and in identifying various marketing goals. The questions were categorical and the answers were indicated on the Likert scale from 1 to 9. 1000 valid questionnaires were distributed with a response rate of 95%, validating the appliance with a Cronbach alpha of 0.809. The answers to the empirical work show that the most important value for the people living in Saltillo is "Respect to others".
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