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

Ana M. Arboleda; Julio C. Alonso

doi:10.1016/j.estger.2015.07.003

Autores

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

DOI:

https://doi.org/10.1016/j.estger.2015.07.003

Palavras-chave:

Calidad del producto, Involucramiento, Mercadeo sensorial, Mercadeo del aroma

Resumo

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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