En esta investigación se plantea los efectos de la atmósfera en relación con la intención de compra en restaurantes temáticos, puesto que en los últimos años los restaurantes han ido evolucionando creando nuevas experiencias para los consumidores. Como resultado de esta tendencia han aparecido los restaurantes temáticos que ofrecen a las personas una experiencia nueva dentro del punto de venta. Esta investigación busca evaluar las variables de la atmosfera de estos establecimientos con la finalidad de determinar si presentaban una relación con la intención de compra o no. De esta forma, la metodología de investigación empleada es correlacional. El estudio estuvo dividido en dos fases, la primera con enfoque cualitativo y la segunda con enfoque cuantitativo. En la primera se presenta la investigación de los resultados de focus y entrevistas a expertos. En la segunda se desarrollan las encuestas y se corrobora con lo investigado anteriormente. El resultado de la investigación muestra que todas las variables de la atmósfera presentan una correlación con la intención de compra. Sin embargo, cuatro de estas variables (música, aroma, iluminación y color) presentaron una correlación débil por lo cual no se podría concluir con certeza cual es la correlación real entre las variables. No obstante, dos de las variables (decoración y calidad percibida) presentaron una correlación buena de acuerdo con la percepción y experiencia de los consumidores por su visita al restaurante temático. / Abstract: This research raises the effects of the atmosphere in relation to the purchase intention in thematic restaurants, since in recent years the restaurants have evolved creating new experiences for consumers. As a result of this trend, thematic restaurants have appeared that offer people a new experience within the point of sale. This research seeks to evaluate the variables of the atmosphere of these establishments in order to determine whether they had a relationship with the intention of purchase or not. In this way, the research methodology used is correlational. The study was divided into two phases, the first with a quantitative approach and the second with a qualitative approach. In the first one, the investigation of focus results and interviews with experts is presented. In the second one, the surveys are developed and corroborated with what was previously investigated. The result of the investigation shows that all the variables of the atmosphere have a correlation with the intention of purchase. However, four of these variables (music, aroma, lighting and colour) presented a weak correlation, so it could not be concluded with certainty what the real correlation between the variables is. However, two of the variables (decoration and perceived quality) presented a good correlation according to the perception and experience of consumers for their visit to the theme restaurant. / Trabajo de investigación

En esta investigación se plantea los elementos del visual merchandising interno en relación a la intención de compra en tiendas por departamento en la categoría de ropa para niños, puesto que en los últimos años esta técnica ha ido cambiando a través del tiempo generando nuevas experiencias a los consumidores. Esta investigación busca evaluar las variables del visual merchandising interno de este punto de venta en esa categoría con la finalidad de determinar si presentaban una relación con la intención de compra o no. La metodología de investigación expuesta es correlacional. El estudio estuvo divido en dos etapas, la primera con enfoque cualitativo donde se presenta los resultados de las entrevistas a profundidad al público objetivo primario padres de familia y al público objetivo secundario a los expertos en el tema. En segundo enfoque es cuantitativo donde se desarrolla una encuesta y se corrobora con lo investigado anteriormente. El resultado de la investigación muestra que todas las variables del visual merchandising interno presenta una correlación con la intención de compra. Sin embargo, cuatro de estas variables iluminación, color, presentación de productos y decoración presentan una correlación media. Mientras que, el diseño de tienda presenta una correlación débil por lo cual no se podría concluir con certeza cuál es la correlación real entre esta variable. / In this research, the elements of visual internal merchandising are proposed in relation to the intention to buy in department stores in the category of children's clothing, since in recent years this technique has been changing over time generating new experiences for consumers. This research seeks to evaluate the internal visual merchandising variables of this point of sale in that category in order to determine if they had a relationship with the intention of purchase or not. The research methodology presented is correlational. The study was divided into two stages, the first with a qualitative approach where the results of the in-depth interviews are presented to the primary target audience, parents and the secondary target audience to experts in the field. In the second approach, it is quantitative where a survey is developed and corroborated with what was previously investigated. The result of the investigation shows that all the variables of the visual internal merchandising have a correlation with the intention of purchase. However, four of these variables lighting, color, product presentation and decoration have a medium correlation. Meanwhile, the store design has a weak correlation, so it cannot be concluded with certainty what the real correlation between this variable is. / Trabajo de investigación

El siguiente trabajo se ha realizado con la finalidad de conocer el impacto que generan las estrategias de promoción digital, en la intención de compra de calzado deportivo por parte de los hombres entre 25 y 35 años de edad, dentro de las tiendas físicas de las marcas deportivas. Las distintas marcas de calzado deportivo suelen utilizar una serie de estrategias digitales, con diferentes propósitos. Hay estrategias de fidelización, otras encargadas de la exposición de marca y sobre todo, las que se encargan de generar ventas, a través de una persuasión hacia la intención de compra del consumidor. En el presente trabajo, se analizaron las estrategias digitales más utilizadas por las marcas deportivas en el mundo y sobre todo en el Perú, para poder encontrar respuestas acerca del impacto que generan en los consumidores peruanos y como estos reaccionan ante ellas. Asímismo, para poder encontrar respuestas a los objetivos e hipótesis planteadas, el tipo de investigación será correlacional, ya que se va a identificar la relación que existe entre las variables establecidas. Así pues, se utilizarán los métodos cuantitativo y cualitativo, los cuales se basarán en realizar encuestas a los consumidores y entrevistas a profundidad a expertos con el objetivo de conocer a profundidad el punto de vista de cada uno de ellos. De este modo, se podrán comprobar las hipótesis planteadas previamente. Finalmente, se conocerá la influencia que tienen las promociones digitales, en los consumidores de calzado deportivo. / The present work has been carried out with the purpose of knowing the impact that digital promotion strategies generate, in the intention of buying sports shoes by men between 25 and 35 years of age, within the physical stores of the brands sports. Different brands of sports shoes often use a series of digital strategies, with different purposes. There are loyalty strategies, others responsible for brand exposure and above all, those that are responsible for generating sales, through a persuasion towards the consumer's intention to buy. In this paper, the most used digital strategies by sports brands in the world and especially in Peru were analyzed, in order to find answers about the impact they generate on Peruvian consumers and how they react to them. Likewise, in order to find answers to the objectives and hypotheses proposed, the type of research will be correlational, since the relationship between the established variables will be identified. Thus, quantitative and qualitative methods will be used, which will be based on conducting consumer surveys and in-depth interviews with experts with the objective of knowing in depth the point of view of each of them. In this way, the hypotheses previously raised can be checked. Finally, the influence of digital promotions on consumers of sports shoes will be known. / Trabajo de investigación

El presente trabajo tiene como objetivo analizar el grado de importancia de las variables valor del producto y calidad percibida de la marca, dentro del valor de marca, en productos denominados como ‘saludables’ de marcas propias de supermercados en la categoría abarrotes en la intención de compra de los consumidores Limeños. La investigación inicia con una introducción de la situación actual del mercado en Lima. Se amplía este estudio con un análisis de las posturas de diversos investigadores sobre temas claves como valor de marca, decisión de compra, marcas blancas y alimentación saludable. Los objetivos establecidos se corroborarán con el enfoque correlacional empleado para este trabajo. La metodología utilizada es de tipo mixta, la cual incluye tanto investigación cuantitativa como cualitativa. Finalmente se quiere identificar si la calidad percibida de la marca es menos importante que el valor del producto reflejado en su precio. / The present research has as objective to analyze de importance degree of the variable’s product value and brands perceived quality, within the brand equity, in products named as ‘healthy’ of supermarkets private labels in the grocery category on the purchase intention of consumers of Lima. The investigation starts with an introduction of the current situation of the market in Lima. This study is extended with an analysis of diverse investigators positions about key issues as brand equity, purchase decision making, private labels and healthy eating. The established objectives will be corroborated with the correlational approach used for this research work. The methodology employed is a mixed type, that includes both quantitative and qualitative research. Finally, this investigation pretends identify if the brands perceived quality es less important than the product value reflected in their price. / Trabajo de investigación

El presente trabajo de investigación tiene como fin poder identificar la relación entre el EWOM y valor percibido frente a la intención de compra online en las cadenas de cine, en hombres y mujeres de Lima Metropolitana. En esta oportunidad, el trabajo consistirá en dos partes: introducción y cuatro capítulos (Marco teórico, Metodología, Resultados y Discusión). El Mobile commerce ha evolucionado en el mundo, y Perú, no es la excepción. Por ende, en el siguiente trabajo de investigación se identificaron variables como el Electronic Word Of Mouth (EWOM) y el valor percibido. De estas variables mencionados, se busca identificar el nivel de significancia que pueden tener frente a la intención de compra en las cadenas de cine. El estudio inicia con investigaciones de diferentes autores con el fin de abordar los conceptos principales como el comercio electrónico, comercio móvil, EWOM, valor percibido e intención de compra. Luego, la investigación presenta una metodología mixta. Por un lado, se realizó un estudio cualitativo para tener una primera llegada al público primario. Así mismo, se realizó entrevistas a especialistas con el objetivo de profundizar el tema y tener un panorama más claro. Por otro lado, se efectuó un estudio cuantitativo mediante una encuesta a 250 personas, con el objetivo de inferir y tener conclusiones exactas de la categoría estudiada. / The purpose of this research work is to identify the relationship between EWOM and perceived value compared to the intention to buy online in cinema chains, in men and women in Metropolitan Lima. In this opportunity, the work will consist of two parts: introduction and four chapters (Theoretical framework, Methodology, Results and Discussion). Mobile commerce has evolved in the world, and Peru is no exception. Therefore, the following research work identified variables such as the Electronic Word Of Mouth (EWOM) and the perceived value. Of these mentioned variables, the aim is to identify the level of significance that they may have in the face of purchase intention in cinema chains. The study begins with investigations by different authors in order to address the main concepts such as electronic commerce, mobile commerce, EWOM, perceived value and purchase intention. Then the research presents a mixed methodology. On the one hand, a qualitative study was carried out to have a first arrival at the primary public. Likewise, interviews with specialists were conducted with the aim of deepening the subject and having a clearer picture. On the other hand, a quantitative study was carried out through a survey of 250 people, with the aim of inferring and having exact conclusions from the category studied. / Trabajo de investigación

En el presente trabajo de investigación, tiene como propósito de medir la relación de las dimensiones del Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Associations) con la decisión de compra en empresas de moda sostenible en Lima Metropolitana. Ello responde a la aparición de una nueva corriente, donde los consumidores están optando por organizaciones de moda que se enfocan en el bienestar del medio ambiente. Con respecto a la metodología de investigación, fue de carácter mixto, donde se hizo uso de herramientas tanto cualitativas como cuantitativas. Por un lado, en el estudio cualitativo, se realizaron cuatro entrevistas a expertos en el sector de moda sostenible, seis entrevistas al público objetivo y, por último, un grupo focal. Por otro lado, con la finalidad de contrastar la información brindada por los expertos, se hizo uso de la investigación cuantitativa para darle profundidad y representatividad a la data recolectada. Para ello, se empleó una muestra de 293 usuarias de prendas de vestir de moda sostenible seleccionadas por un muestreo no probabilístico, a las cuales fueron encuestadas por un cuestionario de 37 preguntas. Con todo lo mencionado, se logró concluir que las dimensiones Brand Loyalty y Brand Associations tienen una mayor significancia con respecto a la decisión de compra. / The purpose of this research is to measure the relationship between the dimensions of Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Associations) with the purchase decision in sustainable fashion companies in Lima. This responds to the emergence of a new trend, where consumers are opting for fashion organizations that focus on the well-being of the environment. Regarding the research methodology, which was a mixed nature, where both qualitative and quantitative tools were used. In one hand, the qualitative study, four interviews were conducted with experts in the sustainable fashion sector, six interviews of the target audience and, finally, one focus group. On the other hand, in order to contrast the information provided by the experts, quantitative research was used to give a deeper and representative view on the collected data. For this, we took a sample of 293 users of sustainable fashion clothing selected by a non-probability sample, and they were surveyed by forum of 37 questions. We concluded that the dimensions of brand loyalty and brand associations are have greater importance with respect of the purchase decision. / Trabajo de investigación

El presente trabajo de investigación busca conocer la viabilidad de implementar un modelo de negocio innovador centrado en el servicio de entrega de ingredientes medidos en cantidades exactas para la realización de postres en Lima, Perú. El cual se creó bajo el nombre de The Baker Box. Este modelo de negocio nace como la alternativa para abastecer de ingredientes en cantidades específicas para las porciones requeridas en las recetas, evitando así el desuso de ingredientes, el tedioso proceso de compra y búsqueda de ingredientes, así como evitar los errores en la ejecución de la receta provocados por fallas en la medición. Para ello, se realizaron cierta cantidad de experimentos que permitieron validar el proyecto, además de recabar información valiosa que sirvió para la mejora de procesos de creación. Con el objetivo de desarrollar y mantener un crecimiento constante del negocio, se realizó un plan estratégico dotado de análisis, acciones y estrategias que permitieron hacer realidad la mejora del negocio. Asimismo, durante toda la creación del proyecto, se consideró de manera significativa el sentir y actuar de los usuarios amantes de los postres a modo de retroalimentación para una mejora continua. En base a todo lo realizado se pudo encontrar que el modelo de negocio que ofrece The Baker Box es viable, escalable y, más importante aún, rentable. / This research work seeks to understand the feasibility of implementing an innovative business model focused on the delivery of ingredients measured in exact quantities for the production of desserts in Lima, Peru. It was created under the name of The Baker Box. This business model was born as the alternative to supply ingredients in specific quantities for the portions required in the recipes, thus avoiding the disuse of ingredients, the tedious process of buying and searching for ingredients, as well as avoiding errors in the execution of the recipe caused by measurement failures. To this end, a number of experiments were carried out to validate the project, in addition to gathering valuable information that served to improve the creation process. With the aim of developing and maintaining a constant growth of the business, a strategic plan was made with analysis, actions and strategies that allowed the improvement of the business to become a reality. Likewise, throughout the creation of the project, the feelings and actions of the dessert lovers were considered in a significant way as feedback for continuous improvement. Based on all that was done, it was possible to find that the business model offered by The Baker Box is viable, scalable and, most importantly, profitable. / Trabajo de investigación

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2016-08-24T12:37:44Z No. of bitstreams: 1 Fábio Ricardo Becker_.pdf: 1664082 bytes, checksum: e43db272faaa68a87cb6e74ed1a428bc (MD5) / Made available in DSpace on 2016-08-24T12:37:45Z (GMT). No. of bitstreams: 1 Fábio Ricardo Becker_.pdf: 1664082 bytes, checksum: e43db272faaa68a87cb6e74ed1a428bc (MD5) Previous issue date: 2016-05-19 / Nenhuma / A redução dos níveis de produção e consumo tem sido um dos caminhos apontados para mitigação das mudanças climáticas, por consequência permite a redução do uso dos recursos naturais e a queima de combustíveis fósseis, além da redução de outros impactos ambientais e sociais. O presente trabalho aborda o comportamento do comprador organizacional, para isso avalia através de dois estudos experimentais a percepção do comprador para produtos desenvolvidos com atributos sustentáveis a partir de estratégias de ecodesign. O primeiro estudo contou com uma amostra de 139 estudantes e no segundo estudo a amostra foi de 52 gestores de compras. Os procedimentos e métodos utilizados seguiram a abordagem da análise conjunta (conjoint analysis) como estratégia de pesquisa. Os experimentos foram modelados considerando os atributos e seus níveis para a projeção dos estímulos (perfis do produto), além de considerar ainda a consciência ecológica e a intenção de compra do comprador organizacional. Os resultados mostram que, independente da preocupação ambiental e do preço, a durabilidade do produto e a sua eficiência no consumo de energia podem influenciar a decisão de compra, desde que sejam percebidas vantagens como redução de custos e melhor utilização dos recursos. / The reduction of consumption and production levels has been one of the highlighted ways to mitigate climate change, therefore allows reducing the use of natural resources and fossil fuels, as well as reduction of other environmental and social impacts. This paper addresses the organizational buyer behavior, for it evaluates through two experimental studies the perception of the buyer for products developed with sustainable attributes from ecodesign strategies. The first study involved a sample of 139 students and in the second study sample was 52 buyers. The procedures and methods used followed the approach of conjoint analysis as research methods. The experiments were modeled considering the attributes and their levels for the projection of the stimuli (product profiles), and also consider ecological awareness and purchase intention in organizational buyer. The results show that environmental concerns, price, product durability and its efficiency in energy consumption can influence the buying decision, since benefits are perceived as cost reduction and better use of resources.

Estudo do comportamento de compra e consumo de turismo dos moradores da Rocinha, baseado no método de entrevistas em profundidade. Arcabouço teórico: fatores 'push' e 'pull' (Crompton, 1979; Dann, 1981) e tipologias de Plog (1977). / Submitted by Roberto Pessoa de Queiroz Falcão (robertofalcao@terra.com.br) on 2014-12-29T13:39:42Z No. of bitstreams: 1 Dissertação - Roberto Pessoa de Queiroz Falcao_Motivações da Classe C Brasileira no Turismo_FINAL_aprovada (1).pdf: 2722097 bytes, checksum: e7c490f6a34618d900b70f0decc86336 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2015-01-05T13:18:05Z (GMT) No. of bitstreams: 1 Dissertação - Roberto Pessoa de Queiroz Falcao_Motivações da Classe C Brasileira no Turismo_FINAL_aprovada (1).pdf: 2722097 bytes, checksum: e7c490f6a34618d900b70f0decc86336 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2015-01-12T16:54:17Z (GMT) No. of bitstreams: 1 Dissertação - Roberto Pessoa de Queiroz Falcao_Motivações da Classe C Brasileira no Turismo_FINAL_aprovada (1).pdf: 2722097 bytes, checksum: e7c490f6a34618d900b70f0decc86336 (MD5) / Made available in DSpace on 2015-01-12T16:56:21Z (GMT). No. of bitstreams: 1 Dissertação - Roberto Pessoa de Queiroz Falcao_Motivações da Classe C Brasileira no Turismo_FINAL_aprovada (1).pdf: 2722097 bytes, checksum: e7c490f6a34618d900b70f0decc86336 (MD5) Previous issue date: 2014-12-17 / Neste estudo buscou-se aprofundar o conhecimento do comportamento de consumo de turismo, de moradores da comunidade da Rocinha – Rio de Janeiro, que foi escolhida devido a seu contingente populacional e comércio ativo. A relevância deste trabalho se dá por três motivos: o porte do setor de turismo no Brasil, o tamanho e a importância crescentes da classe C, e a necessidade de se conhecer melhor este público. O turismo no Brasil já representa 3,7% do PIB segundo o Ministério do Turismo (MTUR, 2012) movimentando mais de 190 milhões de passageiros via aérea segundo a Associação Brasileira das Empresas Aéreas (ABEAR, 2013) e 140 milhões via terrestre (ANTT, 2013). Ainda segundo o Ministério do Turismo (MTUR, 2012) o setor de turismo cresceu 18,5% no Brasil entre 2007 e 2011, devido ao mercado interno, com a ascensão de mais de 40 milhões de pessoas à 'nova classe média' ou classe C (NERI, 2010). Esta inclusão de novos consumidores foi acompanhada de uma alteração de hábitos de consumo (NERI, 2010), sendo que a nossa classe C já ultrapassa 100 milhões de indivíduos segundo projeções do Instituto Brasileiro de Geografia e Estatística - IBGE (D´ANDRADE, 2012). O setor acadêmico brasileiro tem enfatizado diversos aspectos do consumo de baixa renda relacionados ao varejo, identificando características destes consumidores (PARENTE; BARKI, 2005), seu processo de compra (ASSAD; ARRUDA, 2006), o impacto do crescimento deste público nas estratégias de grandes empresas (SILVA; ZILBER, 2009), e no entendimento das estratégias de marketing voltadas ao varejo (PARENTE et al., 2007). Percebe-se, no entanto, lacunas de pesquisa em várias dimensões, como as enfocadas neste estudo. Utilizou-se como arcabouço teórico central deste trabalho a abordagem do modelo motivacional 'push-pull' derivado dos trabalhos de Crompton (1979) e Dann (1981) para se analisar as motivações de consumo de turismo, assim como os perfis psicográficos de turistas, segundo Plog (1977). Foram entrevistados os empreendedores da agência de viagens VRM Turismo, presente nas comunidades da Rocinha e no Rio das Pedras, com o objetivo de se obter dados mais abrangentes do negócio. Numa segunda etapa entrevistou-se também 12 clientes escolhidos da agência, segundo critérios de tipicidade e acessibilidade (VERGARA, 2008). Utilizou-se o método da análise de conteúdo (BARDIN, 2006), comparando-se as entrevistas em profundidade com as categorias de análises, à luz do referencial teórico. Os dados da pesquisa revelaram uniformidade no perfil dos clientes da agência, sendo eles de origem nordestina, e comprando passagens para visitar seus parentes nas cidades ou estados de origem, embora não possamos concluir que indivíduos da classe C utilizam o turismo fundamentalmente por motivações familiares. Os entrevistados não compraram pacotes turísticos e, quando indagados também sobre seu destino de sonhos ou férias, os entrevistados expressaram um desejo de viajar para cidades do litoral Nordestino e poucos em visitar um país do exterior. Já o perfil psicográfico dominante nos indivíduos pesquisados foi o 'psicocêntrico'. Acredita-se que este estudo trará contribuições para base de conhecimentos do comportamento de consumo da classe C brasileira, visando o desenvolvimento da atividade turística brasileira neste segmento tão relevante do mercado. / The main purpose of this study is to deepen the knowledge of tourism consumption behavior of the Rocinha community residents in Rio de Janeiro. The relevance of this work is supported by three reasons: the size of the tourism sector in Brazil, the growing importance and size of C class, and the need to better understand this Brazilian consumer group. Rocinha was chosen because of its population, as well as its active commerce. Tourism account for 3.7% of Brazil´s GDP according to the Ministry of Tourism (MTUR, 2012), transporting more than 190 million passengers by air, according to the Brazilian Association of Airlines (ABEAR, 2013) and 140 million by land (ANTT , 2013). Also, according to the Ministry of Tourism (MTUR, 2012) this sector of the Brazilian economy grew 18.5% between 2007 and 2011 due to the internal market growth, with the rise of more than 40 million people to the so called 'new middle class' or C class (NERI, 2010). The entry of new consumers was accompanied by a change in consumption habits (NERI, 2010). The C class already exceeds 100 million people according to projections of Brazilian Geography and Statistics Institute - IBGE (D'ANDRADE, 2012). The Brazilian academy has emphasized different aspects of the low-income consumer-related retail, identifying characteristics of consumers (PARENTE; BARKI, 2005), their buying process (ASSAD; ARRUDA, 2006), the growth impacting large companies´ strategies (SILVA; ZILBER, 2009), and marketing strategies for the retail (PARENTE et al., 2007). It is understood however that several research gaps are still remaining, such as the ones focused in this study. The core theoretical framework of this research includes the 'push-pull' motivational model derived from the works of Crompton (1979) and Dann (1981), as well as psychographic tourist profiles of Plog (1977). In order to obtain more comprehensive information on the business, interviews with the entrepreneurs of the VRM travel agency took place in both communities of Rocinha and Rio das Pedras, where the business is present. Twelve customers of the agency were also selected and interviewed, according to its typicality and accessibility criteria (VERGARA, 2008). It was used the content analysis method (BARDIN, 2006), in which it was compared the in-depth interviews content with the analysis categories, according to the theoretical framework. The data revealed profile uniformity of its clients: all of them were originally from the Northeast of Brazil and bought tickets in order to visit their relatives in their home towns. Although, it is not possible to conclude through this work that individuals of C class use tourism primarily for family related reasons. The clients also did not buy any tourism packages and stated that their dream holiday destination were located in the Northeast coastal cities of Brazil. Few dreamed of visiting a foreign country. Also, it was found that the dominant psychographic profile of this selected group was the 'psychocentric'. This study will probably bring contributions to the consumer behavior knowledge of the Brazilian C class, helping to develop the Brazilian tourism industry in very important market segments.

El mercado de multivitamínicos Over the Counter (OTC), en los últimos años ha tenido un crecimiento exponencial a nivel mundial, el Perú no es ajeno a ello y viene evolucionando gracias a la mega tendencia del cuidado de la salud. Asimismo, encontramos a una mujer empoderada, que considera importante el cuidado de la salud, además de ser la principal decisora de compra. El presente estudio busca identificar los principales factores que influyen en la decisión de compra de multivitamínicos OTC, en mujeres de 25 a 39 años, del Nivel Socioeconómico B de Lima Metropolitana, en el 2019; además determinará, qué influencias socioculturales, psicológicas y fuentes de comunicación, son las más relevantes. El documento consta de cuatro capítulos: Capítulo 1: establece la formulación del problema, los objetivos y el marco teórico, donde se define el comportamiento y los factores que influyen en la decisión de compra. Capítulo 2: indica la metodología de investigación, la cual es del tipo exploratoria-descriptiva, con un enfoque mixto, con entrevistas a profundidad, focus group y encuestas. Capítulo 3: desarrolla el análisis de resultados de la investigación. Capítulo 4: hace mención a las conclusiones, hallazgos y recomendaciones a las que se llegaron luego de efectuar el análisis. La principal motivación de la investigación, es brindar información de utilidad, para posteriores estudios de marketing en la industria farmacéutica. / The Over the Counter (OTC) multivitamin market, in recent years has had an exponential growth worldwide; Peru is no stranger to it and has been evolving thanks to the mega trend of health care. We also found an empowered woman, who considers health care important, as well as being the main purchasing decision maker. The present study seeks to identify the main factors that influence the purchase decision of OTC multivitamins, in women aged 25 to 39, of Socioeconomic Level B of Metropolitan Lima, in 2019, it will also determine which sociocultural, psychological and communication sources are the most relevant. The document consists of four chapters: Chapter 1: establishes the formulation of the problem, the objectives and the theoretical framework, where the behavior and the factors that influence the purchase decision are defined. Chapter 2: indicates the research methodology, which is of the exploratory-descriptive type, with a mixed approach, with in-depth interviews, focus groups and surveys. Chapter 3: develop the analysis of research results. Chapter 4: mentions the conclusions, findings and recommendations reached after the analysis. The main motivation of the research is to provide useful information for subsequent marketing studies in the pharmaceutical industry. / Tesis