Artículos de revistas

URI permanente para esta colecciónhttps://hdl.handle.net/20.500.12640/4067

Examinar

Filtros

20172

Ajustes

Autor: search.filters.author.Guerrero Medina, Carlos AlbertoIdioma: search.filters.itemlanguage.Español

Resultados de la búsqueda

Mostrando 1 - 2 de 2
  • Miniatura
    ÍtemAcceso 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.
  • Miniatura
    ÍtemAcceso 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.