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

Author

Listed:
  • Ana M. Arboleda
  • Julio C. Alonso

Abstract

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 diseno 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.

Suggested Citation

  • Ana M. Arboleda & Julio C. Alonso, 2015. "El aroma al evaluar el involucramiento del consumidor con un producto y su percepción de calidad," Estudios Gerenciales, Universidad Icesi, vol. 31(137), pages 403-410, November.
    • Handle: RePEc:col:000129:014349
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/2130
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    Citations

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    Cited by:

    1. Grisales Castro, Claudia Patricia, 2019. "El marketing olfativo como posicionamiento de marcas," Revista Tendencias, Universidad de Narino, vol. 20(2), pages 69-92, July.
    2. Francisco I. Vega-Gómez & Francisco J. Miranda-Gonzalez & Jesús Pérez Mayo & Óscar Rodrigo González-López & Laura Pascual-Nebreda, 2020. "The Scent of Art. Perception, Evaluation, and Behaviour in a Museum in Response to Olfactory Marketing," Sustainability, MDPI, vol. 12(4), pages 1-15, February.

    More about this item

    Keywords

    Calidad del producto; Involucramiento; Mercadeo sensorial; Mercadeo del aroma;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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