Examinando por Autor "Guerrero Medina, Carlos Alberto"

Mostrando 1 - 3 de 3

Acceso Abierto
Una aplicación de la teoría del comportamiento planificado al segmento masculino latinoamericano de productos de cuidado personal
(Universidad EAN, 2017) Regalado Pezúa, Otto; Guerrero Medina, Carlos Alberto; Montalvo Corzo, Raúl Francisco
This research study identifies those factors which influence the consumption of care products in the Latinamerican male segment. That's why, an instrument based on the behavorial theory was applied to 600 men living in two countries of this región and having different levels of development regarding the above mentioned category, Mexico -highly developed- and Peru -moderately developed-. The data obtained were analyzed using a model of structural equations. The results show that a subjective norm will stop men's consumption of these kinds of products. Similarly, the impact of this subjective norm will be lower in young men, allowing them to have a great aperture in the consumption of these care products.
Acceso Abierto
Bases para la segmentación del mercado homosexual en la ciudad de Lima: un enfoque para el sector de entretenimiento
(Instituto Tecnológico de Costa Rica. Escuela de Administración de Empresas, 2017-11-16) Regalado Pezúa, Otto; Guerrero Medina, Carlos Alberto; Téllez Watson, Ú.; Barrantes Suyoc, C
The homosexual population is an important consumer market for different categories, being the entertainment the most significant. Academic and commercial researchers have addressed this market focusing on developed countries, and considering it a single and homogeneous segment. The following research proposes to set the bases for a segmentation of the homosexual population in Lima, Peru, in order to understand the motives of each identified consumer segment, within the entertainment category. The results allow to identify three segments in the studied population with different demographic, psychographic and behavioral characteristics regarding the consumption of entertainment, which gives rise to different needs and opportunities to satisfy them.
Acceso Abierto
Influence of non-economic factors in the use of personal care products: the case of male Peruvian consumer
(Universidad del Rosario, 2016-06-01) Regalado Pezúa, Otto; Guerrero Medina, Carlos Alberto; Alzamora Ruiz, Jessica Noelia; Briceño Morales, Jaime
Over the past decade, the supply of male personal care products and services has increased considerably on a global scale. In the case of the Peruvian market, this phenomenon is still incipient despite a favorable economic outlook that has boosted the consumption in different categories. This research identifies factors that influence the consumption decision of this kind of products for the male segment. To do this, the authors used the Theory of Planned Behavior of Ajzen. The results show that male consumers´ perception of his environment (subjective norm) restrains the intention of consumption of personal care products, even though the male consumer has a positive attitude toward using of these products. These factors would reflect the existence of deeply rooted taboos in Peruvian culture, based on a traditional view of man.