La presente investigación tiene como finalidad encontrar la relación entre la estrategia Hi-Lo en marcas fabricantes de limpiadores líquidos en supermercados y la lealtad en amas de casa de 35 a 45 años de edad de nivel socioeconómico B, pertenecientes a la zona 6 de Lima Metropolitana. En la introducción se puede encontrar información acerca de las estrategias de precios que aplican los supermercados internacionales y nacionales, así como su situación actual dentro del mercado, conceptos clave de las variables a investigar y autores más relevantes para la investigación. El capítulo 1 consta de diferentes temas, donde principalmente se explica el trasfondo de las estrategias de precios, las implicancias de la lealtad del consumidor y la teoría sobre Retail. En el capítulo 2, se explica acerca de la metodología utiliza en la investigación cualitativa y cuantitativa. En el capítulo 3, se presentan los resultados obtenidos en la investigación cualitativa y cuantitativa. Finalmente, en el capítulo 4, se contrasta la teoría con la evidencia encontrada en los resultados, en esta etapa del trabajo, se valida la primera hipótesis que indica que el valor percibido alto en limpiadores líquidos genera lealtad en amas de casa; y, se rechaza la segunda hipótesis que indica que los descuentos generan un bajo grado de lealtad. Asimismo, se presentan las implicancias para la gerencia y se recomiendan algunos temas por trabajar en investigaciones futuras como otras estrategias de precios, categorías de alta rotación y otros factores de lealtad hacia una marca. / The present investigation has as a purpose the relationship between the Hi-Lo strategy in cleaning brands in supermarkets and loyalty at home from 35 to 45 years of socioeconomic level B, belonging to zone 6 of Metropolitan Lima. In the introduction you can find information about the pricing strategies of international and national markets, as well as their current situation in the market, the key concepts of research variables and the most relevant authors for research. Chapter 1 consists of different topics, which mainly explain the background of pricing strategies, the implications of consumer loyalty and the theory of Retail. In chapter 2, the methods used in qualitative and quantitative research are explained. In chapter 3, the results are presented in qualitative and quantitative research. Finally, in chapter 4, the theory is contrasted with the evidence found in the results, in this stage of the work, the first hypothesis is evaluated that indicates that the value has been perceived high in gender cleaners loyalty in housewives; Recall the second hypothesis that indicates that discounts in a degree of loyalty. Likewise, the implications for management are presented and the topics to work in future research are: price strategies, high rotation categories and other factors of loyalty towards a brand. / Trabajo de investigación

Ces dernières années, de nombreux travaux académiques et managériaux ont souligné l‘intérêt d‘impliquer des consommateurs dans la conception de l‘offre des entreprises. Cette approche, qui fait l‘objet du premier chapitre de ce travail doctoral, conduit inévitablement à se poser la question suivante : les entreprises qui mettent en oeuvre ce type d‘action ont-elles intérêt à informer les consommateurs « spectateurs » qu‘une offre a été co-créée avec des pairs consommateurs ? La méthodologie expérimentale dans le domaine de l‘alimentaire a été privilégiée. Une méthode d‘achat réel de mesure du consentement à payer a été complétée par une approche par la valeur perçue. En outre, il a été introduit une expérience de consommation. Les résultats soulignent que l‘information est valorisée par les consommateurs en situation de première exposition. L‘information a une influence positive sur la valeur perçue du produit et les composantes émotionnelles et utilitaires du produit. Le consentement à payer suit la tendance prévue : les répondants accordant en moyenne un prix supérieur au produit conçu avec les consommateurs par rapport au produit conçu uniquement par l‘entreprise. En revanche, aucun effet n‘a été observé après expérience de consommation. Cette recherche souligne qu‘il est pertinent de communiquer cette information lors du lancement d‘un nouveau produit, même si elle ne produit aucun effet sur l‘expérience de consommation. A l‘issue de ce travail doctoral, les contributions théoriques permettant d‘éclairer la littérature sur les effets de cette information sont soulignées. Des contributions managériales sont également formulées à l‘attention des praticiens du marketing. / Last years, many academic and managerial studies stressed the importance of involving users in the design of new products. This focus, which is the subject of the first chapter of this doctoral work, inevitably raises the following questions: Do the companies, which implements this type of process, have an interest in informing passive consumers that their offering was co-created with their counterparts? An experimental methodology in the food sector was implemented. A real purchasing method to measure the willingness to pay (BDM protocol) has been supplemented through a multidimensional approach of perceived value. In addition, a consumption experience was introduced in this study. The results highlight that consumers at first exposure value the information. The information has a positive influence on the perceived value through the emotional components and utilitarian product outcomes. The willingness to pay follows the expected trend: respondents are willing to pay more for a product labelled designed with consumers than for the product designed solely by the company. In contrast, no effect was observed after the consumption experience. This research underlines the relevance of communicating this information when launching a new product, even if it has no effect on the consumption experience. At the end of this doctoral work, theoretical contributions to illuminate the literature on the effects of this information are highlighted. Managerial contributions are also made to the attention of marketing practitioners.

Tidigare forskning har identifierat sex olika anledningar som påverkar valet av frivillig revision. Det tidigare forskning inte lägger lika stor vikt vid är icke-revisionspliktiga företagares egna uppfattningar gällande värdet av revision och revisorer i allmänhet Syftet med studien är att förklara hur företags uppfattade värde av revision och revisorer påverkar valet av frivillig revision. Med hjälp av tidigare forskning har en modell skapats som sedan testas empiriskt, där det uppfattade värdet delas in i kärnvärdet (försäkran, förbättring, försäkring) och mervärdet (kommunikation, rådgivning, service, relation, medlare). En kvantitativ studie i form av en enkät besvarad av 75 icke-revisionspliktiga respondenter utgör studiens datainsamling. Medverkar i studien gör både företag som valt att anlita revisor och företag som valt bort att anlita revisor. Under den empiriska analysen delas mervärdet, genom faktoranalys, in i komponenterna verksamhetsmervärde och stöttande mervärde. Resultatet i studien visar att kärnvärdet av revisorn inte har någon signifikant påverkan på valet av frivillig revison, men att företagares uppfattade värde av det stöttande mervärdet påverkar valet av frivillig revision. Resultatet visar även att vanan av att ha revisor har en påverkan på valet av frivillig revision.  Studiens teoretiska bidrag är att kunna förklara det uppfattade värdet av revision och revisorer av de som inte måste anlita revisor. Studiens praktiska bidrag är att framställa klientens uppfattade värde och vad som anses viktigt för klienten. Detta ger revisorerna en bild över klientens uppfattade värde och bidrar till att revisorer kan sälja in sin tjänst bättre. / Previous research has identified six different reasons that influence the choice of voluntary audit. What previous research does not attach as much importance to is non-auditors' own perceptions regarding the value of auditing and auditors in general.  The purpose of the study is to explain how companies' perceived value of auditing and auditors affect the choice of voluntary auditing. With the help of previous research, a model has been created which is then tested empirically, where the perceived value is divided into the core value (assurance, improvement, insurance) and the added value (communication, advice, service, relationship, mediator). A quantitative study in the form of a questionnaire answered by 75 non-audit respondents constitutes the study's data collection. Participating in the study are both companies that have chosen to hire an auditor and companies that have chosen not to hire an auditor.  During the empirical analysis, the added value is divided, through factor analysis, into the components operational added value and supported added value. The results of the study show that the core value of the auditor has no significant impact on the choice of voluntary audit, but that entrepreneurs' perceived value of the supported added value influences the choice of voluntary audit. The results also show that the habit of having an auditor has an impact on the choice of voluntary audit. The theoretical contribution of the study is to be able to explain the perceived value of auditing and auditors by those who are not required to audit. The practical contribution of the study is to present the client's perceived value and what is considered important for the client. This gives the auditors a picture of the client's perceived value and contributes to auditors being able to sell their service better.

El presente proyecto de investigación está enfocado en medir cómo las variables de: valor percibido verde, riesgo verde, confianza verde y satisfacción verde afectan la intención de compra verde del consumidor o comprador final. El objetivo es analizar las variables green trust, perceived green value y green risk, para ver cómo afectan la intención de compra, analizar grupos que consumen productos "green" en supermercados o grupos que buscan productos green en tiendas naturales, la categoría que queremos analizar es higiene personal, ya que existen ambos en los dos tipos de tienda. Esto con el fin de conocer los motivos de intención de compra del consumidor. Hemos decidido realizar esta investigación con jóvenes y adultos entre 18 y 35 años que sigan un estilo de vida saludable y les guste estar informados sobre todas las acciones que hacen las marcas respecto al medio ambiente. / The following paper is focused on measuring how the variables of: green perceived value, green risk, green trust and green satisfaction affect the consumer's or final buyer's purchase intention. The objective is to analyze the variables green trust, perceived green value and green risk, to see how to verify purchase intention, analyze groups that consume "green" products in supermarkets or groups that look for green products in natural stores, the category we want to analyze it is personal hygiene, since there are both in the two types of store. In order to know the reasons for the consumer's purchase intention. We have decided to carry out this research with young people between 18 and 35 years old who follow a healthy lifestyle and like to be informed about all the actions that brands do with respect to the environment. / Trabajo de investigación

Purpose: The purpose of this research is to explore how consumers of slow fashion experience value of apparel in relation to price, quality, appearance and style, awareness, and trust.Research questions: How do the extrinsic cues in relation to slow fashion influence the value journey of slow fashion consumers? What is the experienced value journey of slow fashion consumers from pre-purchase to post-purchase of apparel?Methodology: data was collected through semi-structured interviewing with eight participantsFindings: The research identified that slow fashion consumers undergo a value journey based on five components: their knowledge, altruistic concerns, personal investment, expectations, and their emotional connection. Their knowledge is formed by how much the slow fashion consumers know about the production process of the apparel, the material quality of the apparel, and themselves in terms of their personal preferences. Their altruistic concerns involve influences how they consume and use clothes based on their ethics. Their personal investment is determined by how much time, effort, and resources they are willing to spend on pieces of apparel. The slow fashion consumer then set an expectation on how well the piece of apparel satisfies these three components through its usage in a post-purchase context. If the piece of apparel exceeds their expectations, they form an emotional connection. This emotional connection again determines their next line of consumption of apparel in a pre-purchase context. These five components determine therefore the process of slow fashion consumers’ perceived value pre-purchase to the perceived value-in-use post-purchase.

En este trabajo se analizará el Valor Percibido y la Confianza como variable mediadora con relación a la intención de uso de los aplicativos móviles de banca. En el presente trabajo, se realizó la recopilación de papers relacionados con el tema, para confirmar la relación planteada con dichas variables e identificar la metodología que confirma las hipótesis planteadas. Además, se identificó la importancia de esta investigación para el mercado peruano y el segmento de estudio, el alcance del mismo y sus limitaciones tras el contexto actual. / In this paper, Perceived Value and Trust will be analyzed as a mediating variable in relation to the intention to use mobile banking applications. In which, the compilation of papers related to the subject was carried out, to confirm the relationship raised with said variables and identify the methodology that confirms the hypothesis raised. In addition, the importance of this research for the Peruvian market and the study segment, its scope and its limitations after the current context were identified. / Trabajo de investigación

El presente trabajo de investigación es acerca de la relación entre la satisfacción y el valor percibido con la lealtad de los consumidores de e-Retailers de ropa de la generación X vs Y en Lima Metropolitana. En el 2020, a raíz del covid-19 y el confinamiento en diversos países, el e-commerce se convirtió en el protagonista de la reactivación económica, siendo su crecimiento un 200% alrededor del mundo, según Think with Google. Además, impactó en los hábitos del consumidor; surgieron quienes compraron por primera vez en un canal digital, y los pequeños empresarios se acoplaron a esta nueva tendencia. Es importante destacar que la categoría moda fue una de las más adquiridas con 54%. (Blacksip, 2020) En el capítulo 1, se detalla los antecedentes de la investigación, las definiciones de cada una de las variables estudiadas, la evolución del comercio electrónico a nivel mundial, Latinoamérica, y el Perú, los e-Retailers en territorio nacional, la categoría de moda textil y el comportamiento de shopper de dos generaciones, X e Y. En el capítulo 2, se desarrolla la situación de la problemática, las hipótesis y objetivos, tanto generales como específicos. En el capítulo 3, se explica la metodología de investigación utilizada. El capítulo 4, se basa en los resultados descriptivos. Por último, el capítulo 5 se realiza en análisis estadístico de los resultados. / The present research is about the relationship between satisfaction and perceived value with the loyalty of consumers of clothing e-Retailers of generation X vs. Y in Lima Metropolitana. In 2020, as a result of covid-19 and the confinement in various countries, the e-commerce became the protagonist of the economic reactivation, with its growth of 200% around the world, according to Think with Google. In addition, it impacted on consumer habits; those who bought for the first time on a digital channel emerged, and small entrepreneurs joined this new trend. It should be noted that the fashion category was one of the most acquired with 54%. (Blacksip, 2020) In chapter 1, the background of the research is detailed, the definitions of each variables studied; the evolution of e-commerce worldwide, Latin America, and Peru, e-Retailers in the national territory, the textile fashion category and the shopper behavior of two generations, X and Y. In Chapter 2, the situation of the problem, the hypotheses and objectives, both general and specific, are developed. In chapter 3, the research methodology used is explained. Finally. In Chapter 4, is based on the descriptive results. Finally, in chapter 5 is about the statistical analysis of the final results. / Tesis

Value is fundamental in business-to-business marketing, where marketing revolves around the term value. Understanding the value of offering through customers' eyes is important for business success. Due to the subjective nature of value, it's imperative to understand the value based on the customer's individual interpretation. In this context, perceived value plays a central theme for this study, and analyzed in the terms of benefits and sacrifices. But to capture the broader picture of customers' value functional, social, and emotional perceived values were considered. The research questions were formed to investigate the kind of values that customers perceive, and another question was framed to investigate the multidimensionality of values. In order to answer the research questions, a qualitative descriptive approach was applied and through judgmental sampling, respondents were chosen. The five potential customers were interviewed through semi-structured technique. The authors applied the model “value hierarchy” to investigate the customer's perceived value which consists of three layers: attributes, consequences and objects; it shows correlation among the three layers. The laddering technique was used in connection with hierarchy, through this technique authors understood how consumers were able to perceive value in each layer. The tangibilization strategy was used to provide cues that helped build mental construct of services in customer’s minds. Customers assess the services by evaluating its value. The value from the consequences were perceived multidimensionally by customers depending on the attributes. Customers perceived functional value in aspects of saving time and ease of workload. They were able to perceive value socially, when some features helped manage stress among the employees and through provision of these services to end customers saw an increase in firm awareness in the market. Customers also felt a feeling of happiness when using certain attributes especially among the end customers thereby bringing emotional value into the picture. All the different values perceived helped reach their respective end-goals.  The model found useful to investigate the customer value sequentially, also evaluating current customer’s needs. The study revealed that the attributes aren't chosen without a purpose. Customers perceive some benefits from the attributes that help achieve their specific needs. The study was confirmation about integrating the model with different value dimensions helped determine the connection of these dimensions with customer value. The study ends with presenting managerial, theoretical and practical implications and provides ground for future research in exploring other framework of values, followed by limitations of the study.

La pandemia está cambiando los hábitos y las actitudes de compra de los consumidores al rededor de todo el mundo. El negocio de malls en Arequipa en gran parte de la cuarentena no ha tenido ventas en local físico y enfrentan nuevos desafíos, por otro lado, las personas están repensando la compra dirigiéndola a sus necesidades básicas, a la compra en lugares cercanos a sus domicilios, hacia productos específicos y toman una actitud frente a la compra influenciadas diferentes variables. El objeto de esta tesis es validar un modelo a través de ecuaciones estructurales usando los criterios de lealtad, capital de marca, valor percibido y satisfacción hacia la actitud de compra en los estudiantes universitarios de Arequipa en tiempos de la covid-19 y post-covid 19. El modelo propuesto se aplicó a 389 estudiantes en el mes de diciembre del 2020; a partir de los datos obtenidos se ha determinado la validez y confiabilidad de cada uno de los elementos del modelo y posteriormente se ha reestructurado hacia el modelo final que se presenta en el trabajo. / Pandemic is changing consumers purchase habits and attitudes around the world. In quarantine shopping malls in Arequipa have not had sales in physical shop and they face new challenges. On the other hand, people are rethinking the purchase directing it to their basic needs, to purchase in places close to their homes, to acquire specific products and they take an attitude towards the purchase influenced by different variables. The purpose of this thesis is to validate a model through structural equations using the criteria of loyalty, brand equity, perceived value, and satisfaction towards the purchasing attitude of university students in Arequipa in times of covid-19 and post-covid 19. The proposed model was applied to 389 students in December 2020. From the data obtained, the validity and reliability of each element of the model has been determined and later it has been restructured towards the final model that is presented in this study. / Tesis

El valor percibido y la preocupación ambiental de los consumidores hacia los productos orgánicos ha cambiado de manera favorable en la última década. Se ve la oportunidad de analizar la categoría respecto a la intención de compra de los consumidores. En este sentido, la presente investigación va analizar la relación de la intención de compra respecto al valor percibido y la preocupación ambiental de la categoría. Por lo que se tomarán diferentes investigaciones de los autores respecto a las variables, dimensiones para llegar a analizar distintos estudios y encontrar el vínculo entre ellas. Asimismo, se analizan 3 variables, se plantean diferentes hipótesis que ayudaran con la investigación y para saber si los objetivos planteados se cumplen. / The perceived value and environmental concern of consumers towards organic products has changed favorably in the last decade. There is an opportunity to analyze the category with respect to the purchase intention of consumers. In this sense, this research will analyze the relationship of purchase intention with respect to the perceived value and environmental concern of the category. Therefore, different investigations of the authors regarding the variables and dimensions will be taken to analyze different studies and find the link between them. Likewise, 3 variables are analyzed, different hypotheses are proposed that will help with the investigation and to know if the objectives set are met. / Trabajo de investigación