Un nombre d’auteurs appellent à reconsidérer la communication pour le développement et le changement social comme une question de techniques et société. Les modèles de l’intégration sociale des innovations en SIC sont donc utilisés ici pour étudier comment de nouveaux dispositifs d’appui sont acceptés et appropriés par leurs usagers dans les pays en développement, et notamment en Asie centrale (Turkménistan). Le fait que la réception et l’appropriation des dispositifs par leurs usagers est primordiale pour l’efficacité des programmes d’appui n’est plus à prouver. Nous synthétisons les modèles des écoles anglo-saxonnes et francophones et dégageons les axes communs, déterminants pour l’intégration sociale : en amont de l’usage (les modèles de l’acceptation) et en aval (les modèles de l’appropriation). C’est la construction du sens d’usage, où l’usager mobilise les représentations « déjà-là » et l’imaginaire, pour évaluer les avantages et les pertes liés à l’usage du dispositif, l’expérience anticipée ou perçue de l’usage situé. Cette construction mentale s’apparente dans la littérature à la formation de la valeur perçue d’usage (Jouet ; Mallein, Toussaint et coll. ; Boenisch ; Assude et al. ; Nelson ; Kim et al.) ; néanmoins, il serait nécessaire de mieux comprendre ce processus. Nous explorons ce concept en détail dans notre étude qualitative de cas multi-sites réalisée dans le contexte d’un des dispositifs d’appui à la PME au Turkménistan. Nous modélisons le rôle de la valeur perçue d’usage dans l’intégration de nouveaux dispositifs d’utilité sociétale et le mécanisme de sa formation mentale chez les usagers organisationnels. / Number of researchers call to reconsider communication for development and social change, as a problem of techniques and society. Thus, the models of social integration of innovations are used here to study how the new development support components are accepted and appropriated by their users in developing countries, notably in Central Asia (Turkmenistan). There is no need to prove anymore that users’ reception and appropriation is critical to the development programs effectiveness. Hence, we synthesize the Anglo-Saxon and French models and distinguish the common determinant axes for the innovation reception: before its actual use (acceptance models) and after it (cognitive appropriation models). It appears to be the mental construction of the meaning of use: the user mobilizes his representations « already there » and his imaginary to assess the associated functional and symbolic benefits-costs, the anticipated and perceived use experience. In the literature, this mental construction process appears as the formation of the Perceived Value of Use (Jouet; Mallein, Toussaint and coll.; Boenisch; Assude et al.; Nelson; Kim et al.). However, it would be necessary to further investigate this process. We explore this concept in detail in our qualitative multi-site case study, conducted within one of the SME support components in Turkmenistan. As result, we model the role of the Perceived Value of Use for the acceptance and the appropriation of the new services of social utility, as well as its mental formation on the organisational users’ side.

La question des effets des actions promotionnelles sur la perception et sur l’intention d’achat du consommateur a marqué son emprunte dans la littérature. Généralement, les chercheurs l’ont traitée de deux manières. Certains d’entre eux ont étudié l’influence globale de la promotion sur le consommateur. D’autres ont exploré l’influence des techniques promotionnelles sur le consommateur. En revanche, jusqu’à présent, le packaging promotionnel n’a pas fait l’objet de véritables investigations dans la littérature. Ce travail tente alors (1) d’explorer ce volet de la promotion, (2)identifier aussi les attributs du packaging promotionnel qui interviennent dans le traitement de la promotion et (3) vérifier l'existence ou non d'un packaging promotionnel efficace en termes d'intentions comportementales. A la lumière de ces objectifs nous aboutirons à notre but principal de notre recherche soit : expliquer les effets du packaging promotionnel sur l'attitude et sur les intentions comportementales du consommateur. / In the context of sales promotions, promotional packaging – that is, the packaging of promoted products- reveals as one of the most relevant elements that retailers and brands work on to make the products more attractive and stimulate consumer’s purchase intention. While research on the topic is lacking, this research aims to:1/ to propose a theoretical framework allowing the identification of the attributes of the promotional packaging which leads to a definition of the notion of promotional packaging.2/to study the effects of the perceived value of the promotion (through promotional packaging) on ​​the attitude towards the promotional packaging and on the consumer's purchasing intentions. Promotional packaging, which has been included in the study survey, is based on a study conducted on 145 promotional packagings offered by a French distributor in 2013. Based on a multiple correspondence analysis (MCA), the existence of 6 main types promotional packaging is revealed.3/to check if there is a promotional packaging more efficient compared to others in terms of relations between the promotion's perceived value , attitude and behavioral purchase intentions.The results of the study conducted with 299 consumers confirm the existence of effects of the perceived value of the promotion materialized by the promotional packaging on the attitude towards promotional packaging and the behavioral purchase intentions of the product in promotion. . Theoretical, methodological and managerial contributions are then discussed.

Este trabajo de investigación tiene como objetivo evaluar las dimensiones de calidad de servicio que ofrecen las aerolíneas Low Cost para comprender cómo la marca responde ante  las expectativas del cliente relacionadas a la satisfacción del mismo. Sin embargo, existen variables interrelacionadas al objeto de estudio que los usuarios utilizan para evaluar su relación con la marca y que determinan el éxito o el fracaso de una relación entre lo que ofrece la aerolínea hacia el consumidor. Estas variables son: imagen percibida y el valor percibido, e indican que el pasajero puede tener una imagen predeterminada de los productos y servicios que ofrece la aerolínea Low Cost. Cabe resaltar que no todas las variables interrelacionadas impactan de la misma manera al pasajero, esto depende de sucesos anteriores que el cliente haya experimentado o no con la marca. En cuanto a la calidad de servicio, las variables de investigación tendrán como modelo a SERVQUAL que evalúa las percepciones y expectativas de los clientes, ya sean estos pasajeros frecuentes o nuevos. Para este estudio, se proyectó evaluar a usuarios de aerolíneas Low Cost que hayan comprado sus tickets aéreos a la misma aerolínea sin utilizar a terceros como las agencias de viaje, para su propósito y que viajan del aeropuerto de Lima, Jorge Chávez, a otro destino nacional en los últimos 6 meses (contando desde Julio del 2019 a Diciembre del mismo año). / This research work aims to evaluate the dimensions of service quality offered by Low Cost airlines to understand how the brand responds to customer expectations related to customer satisfaction. However, there are variables interrelated to the object of study that users use to evaluate their relationship with the brand and that determine the success or failure of a relationship between what the airline offers to the consumer. These variables are: perceived image and perceived value, and indicate that the passenger may have a predetermined image of the products and services offered by the Low Cost airline. It should be noted that not all interrelated variables impact the passenger in the same way; this depends on previous events that the customer may or may not have experienced with the brand. As far as service quality is concerned, the research variables will be modeled on SERVQUAL, which evaluates customer perceptions and expectations, whether these are frequent or new passengers. For this study, it was projected to evaluate Low Cost airlines users who have purchased their air tickets from the same airline without using third parties such as travel agencies, for their purpose and who travel from Lima's Jorge Chavez airport to another national destination in the last 6 months (from July 2019 to December of the same year). / Trabajo de investigación

El presente trabajo tiene como principal objetivo dar a conocer e investigar la relación que existe entre la autenticidad de marca, confianza en la marca y valor percibido con la intención que tienen los consumidores de comprar bebidas no alcohólicas. Además, se identificará la relevancia, los alcances y las limitaciones que se puedan encontrar dentro del mismo, en el contexto actual peruano. Como parte de la investigación se expondrán las características más relevantes de cada una de las variables en mención que influyen en el consumidor al momento de querer realizar una compra de bebidas no alcohólicas. Asimismo, se mostrarán los cambios y crecimiento que ha venido teniendo esta categoría en el mercado peruano. Para ello, a partir de la información recaudada en las distintas investigaciones encontradas, he podido identificar los papers con mayores semejanzas a mi tema y poder comprender el valor que tienen las variables elegidas en el proceso de decisión de compra. / The main objective of this work is to publicize and investigate the relationship between brand authenticity, brand trust and perceived value with the intention of consumers to buy non-alcoholic beverages. In addition, it will identify the relevance, scope and limitations that can be found within it, in the current Peruvian context. As part of the research, the most relevant characteristics of each of the variables mentioned that influence the consumer when they want to make a purchase of non-alcoholic beverages will be exposed. Likewise, the changes and growth that this category has had in the Peruvian market will be shown. To do this, from the information collected in the different investigations found, I have been able to identify the papers with the most similarities to my topic and be able to understand the value of the variables chosen in the purchase decision process. / Trabajo de investigación

El E-commerce es una de las herramientas tecnológicas que hoy en día ha tomado mayor uso e importancia por parte de las empresas. Es por ello que, se ha convertido en un proceso moderno para los consumidores que tienen el deseo de conseguir algo de manera rápida. El presente trabajo está dirigido al estudio del comercio electrónico en supermercados donde se evalúa a la intención de compra del consumidor como variable dependiente, ya que es un elemento importante para evaluar la posibilidad de un futuro comportamiento. El valor percibido, como la percepción del cliente basándose en lo que la marca le ofrece, ya sea una solución o servicios adicionales y lealtad de marca, por la compra recurrente a una misma empresa por parte de los consumidores debido a aspectos positivos, estas variables son determinadas como independientes. El objetivo de esta investigación es analizar la influencia de las variables mencionadas anteriormente y en base a eso construir estrategias para que los supermercados las apliquen y de esta manera, satisfagan a sus clientes. La investigación es de metodología cuantitativa de tipo correlacional y de carácter concluyente porque nos brinda datos más exactos. Cabe resaltar, que la resolución de las hipótesis planteadas serán resueltas a lo largo de la investigación. / E-Commerce is one of the technology tools that nowadays has taken more importance and use by the business. Therefore, it has become a modern process for consumers that have the desire of getting something fast. The present investigation is focused on studying e-commerce in supermarkets where the consumer’s purchase intention is evaluated as a dependent variable, as it is an important element to evaluate the possibility of a future behavior. The value perceived like the perception of the client based on what the brand offers either a solution or additional service and brand loyalty by a recurring purchase to a same business due to positive aspects for the customers, these variables are determined as independent. The objective of this investigation is to analyze the influence of the mentioned variables based on that build strategies to apply for the supermarkets in this manner they can satisfy their customers. The investigation uses quantitative methodology correlational type and conclusive because it gives us exact data. Worth noting, that the resolution of the hypothesis is going to be resolved during the whole investigation. / Trabajo de investigación

Manufacturing companies are increasingly serving customers through valuebased offers by adding and integrating more services in their businesses. Although, manufacturers mainly still use cost-based pricing, many are reconsidering their pricing strategies to capture a fair share of the value they create through value-based offers. Therefore, adopting to value-based pricing (VBP) becomes a necessity when competing value-driven. This study explores the barriers to VBP among servitising industrial manufacturers. Related concepts to VBP, such as value-based selling (VBS) and service-dominant logic (SDL) are also discussed in this thesis. The study implemented a qualitative multiple-case study. The case companies provided insights to their VBP journey and the barriers they face, where contextual factors are an important aspect to consider. In the findings, the discovered barriers are divided into internal and external barriers. It is evident that companies should work with SDL and VBS as means for overcoming barriers as they affect the outcome of VBP. Hence, this thesis contributes to the emerging research on VBP, and provides guidance to companies that are on their VBP journey.

El presente estudio tiene la finalidad de examinar los factores que influyen en el proceso de recompra en los social commerce de la categoría de productos para el cuidado de bebés. Además, se desea investigar la relación del valor percibido, la satisfacción del cliente, la confianza del mismo y cómo influye esto para lograr una recompra en el canal online. Así mismo, para realizar este trabajo de investigación, se encuestará a 400 personas, realizando un muestreo no probabilístico. La muestra estará conformada por mujeres que tengan entre 25 a 45 años, con hijos de 0 a 3 años y que realicen sus compras de productos para el cuidado de bebés por las redes sociales. Además, para poder medir la influencia entre las variables. se realizará un análisis Bivariado de Chi-cuadrado y el análisis multivariado de regresión lineal múltiple. / The present study aims to examine the factors influencing the repurchase process in social commerce of the category of baby care products. In addition, we want to investigate the relationship of perceived value, customer satisfaction, customer trust and how this influences to achieve a repurchase in the online channel. Likewise, to carry out this research work, 400 people will be surveyed, carrying out a non-probability sampling. The sample will be made up of women who are between 25 and 45 years old, with children from 0 to 3 years old and who make their purchases of baby care products through social networks. In addition, to be able to measure the influence between the variables. A Chi-square bivariate analysis and multiple linear regression multivariate analysis will be performed. / Trabajo de investigación

Prior research has shown that there are many factors affecting the client's perception of the auditor’s value. Furthermore, research has shown that the auditor can add multifaceted value to the client, often divided into core value and added-value. However, these factors have mostly been studied in an isolated context, where other factors have not been accounted for. To our knowledge no prior study has shown the combined effect of various factors in a common context, as well as showing how the conjunction between the client’s experiences and expectations affects the perceived value of the auditor from the client’s perspective. This study aims to identify the many factors that drive the client's perception of value added by the auditor, as well as making the distinction between the client's experiences and expectations. In order to locate the many factors that are believed to have an impact on the client's perception of the auditor’s value, a broad theoretical model is constructed to explain how these factors in a combined fashion drives the client's perception of auditor value. We also argue that the client's internal and underlying conditions will affect the client’s attitude towards the auditor, as well as inducing the client's needs. Furthermore, we make the distinction between the factors that drive the precepted value of the auditor and the factors that make up value in the eyes of the client.   The results of the study indicate that there are many factors that affect the perceived value of the auditor from the client’s perspective, where the client’s experiences and expectations of the “client quality” has the strongest effect on the perceived value. The study also finds that there is a gap between the client’s expectations and experiences, suggesting that there could be an expectation gap between the client and the auditor. Furthermore, the study finds that the core value is the main type of value added by the auditor in the eyes of the client. However, we argue that the distinction between core value and added-value is not representative from the client’s perspective. Instead we believe that the client distinguishes the value added by the different activities in the work of the auditor.  The study contributes towards explaining how various factors need to be accounted for when studying the perceived value of the auditor from the client's perspective. Furthermore, the study contributes to explaining how the client's experiences and expectations affect the perceived value of the auditor in the eyes of the client, providing a meaningful foundation for future research. The study also contributes to explaining how there needs to be a distinction between the factors that drive the perceived value and the factors that make up the perceived value, since these factors often intervene with one another. / Tidigare forskning har visat att det finns många faktorer som föranleder klientens syn på revisorns värde. Vidare har tidigare forskning visat att revisorn kan tillföra ett mångfacetterat värde till klienten, ofta uppdelat i kärnvärde och mervärde. Dock har dessa påverkande faktorer främst studerats i en isolerad miljö där andra påverkande faktorer inte har tagits hänsyn till. Såvitt vi vet har ingen tidigare studie visat den kombinerade effekten av olika faktorer i en gemensam kontext, samtidigt som förhållandet mellan klientens upplevelser och förväntningar tas i beaktning.  Denna studie syftar till att identifiera de faktorer som föranleder klientens syn på revisorns värde, samtidigt som det görs skillnad på klientens upplevelser och förväntningar. För att lokalisera de flertalet faktorer som tros ha en inverkan på klientens syn på revisorns värde konstrueras en utförlig teoretisk modell för att förklara hur dessa faktorer gemensamt föranleder och utgör värde ur klientens perspektiv. Vi hävdar även att klientens interna och underliggande förutsättningar påverkar klientens inställning till revisorn, liksom att dessa förutsättningar föranleder klientens olika behov. Dessutom gör vi en distinktion mellan de faktorer som föranleder det värde klienten ser i revisorn och de faktorer som utgör värdet av revisorn ur klientens perspektiv. Resultatet av studien indikerar att det finns många faktorer som påverkar revisorns värde ur ett klientperspektiv, där klientens upplevelser och förväntningar på ”klientkvalitet” har störst effekt på det samlade värde klienten ser i revisorn. Studien finner också att det finns en skillnad mellan klienternas upplevelser och förväntningar, vilket tyder på att det kan finnas ett förväntansgap mellan klienten och revisorn. Vidare visar studien att kärnvärdet är den typ av värde klienten främst ser i revisorns arbete. Vi hävdar dock att skillnaden mellan kärnvärde och mervärde inte är representativt ur klientens perspektiv. Istället tror vi att klienten baserar synen på revisorns värde utifrån de olika aktiviteter och attribut som hänförs till revisorns arbete.  Studien bidrar till att förklara hur flera olika faktorer behöver tas i beaktning när man studerar revisorns tillförda värde ur klientens perspektiv. Vidare bidrar studien till att förklara hur klientens upplevelser och förväntningar påverkar det värde klienten ser i revisorn, vilket utgör en stark grund för framtida forskning. Studien bidrar också till att förklara hur det är nödvändigt att göra skillnad mellan de faktorer som föranleder värde och de faktorer som utgör värde ur klientens perspektiv, eftersom dessa faktorer ofta samspelar med varandra.

La presente investigación tiene como objetivo principal analizar los factores que influyen en la decisión de compra de las mujeres de 25 a 39 años de los NSE A y B que residen en Lima Moderna (Barranco, Jesús María, La Molina, Lince, Magdalena del Mar, Miraflores, Pueblo Libre, San Borja, San Isidro, San Miguel, Santiago de Surco, Surquillo) en la industria de dermocosméticos comercializados por retail. Para este estudio, se realizó un diseño de enfoque mixto, ya que se realizaron entrevistas, focus groups y finalmente una encuesta. La data recolectada fue analizada en el programa SPSS y para el modelo de ecuaciones estructurales usamos AMOS. Asimismo, las metodologías de estudio que se usaron para la obtención de los resultados fueron análisis correlacional, análisis factorial (exploratorio y confirmatorio), análisis discriminante y regresión lineal. La encuesta fue aplicada a 384 mujeres que corresponden a la muestra, con las cuales se logró obtener la información para realizar el análisis de los resultados. Finalmente, dentro de los principales resultados se obtuvo que las redes sociales, el entorno de la tienda y el valor percibido tienen un efecto positivo en la decisión de compra. / The main objective of this research is to determinate the effects of factors in the purchase decision of women aged 25 to 39 years of NSE A and B who reside in Modern Lima (Barranco, Jesús María, La Molina, Lince, Magdalena del Mar, Miraflores, Pueblo Libre, San Borja, San Isidro, San Miguel, Santiago de Surco, Surquillo) in the dermocosmetics industry marketed by retail. For this study, a mixed approach design was carried out, since interviews, focus groups and finally a survey. The collected were analyzed using SPSS and structural equation modelling AMOS. Also, the study methodologies used to obtain the results were correlational analysis, factorial analysis (exploratory and confirmatory), discriminant analysis and linear regression. The survey was applied to 384 women who correspond to the sample, with whom it was possible to obtain the information to perform the analysis of the results. Finally, among the main results, it was obtained that social networks, the environment of the store and the perceived value have a positive effect on the purchase decision. / Tesis

El sector de tiendas de conveniencia orgánicas en el Perú ha desarrollado grandes cambios en los últimos años, siendo influenciado aún más por la pandemia de COVID-19. Por ello, el presente estudio está enfocado en analizar la relación entre la imagen de tienda, el valor percibido, calidad percibida en relación a la intención de compra en tiendas de conveniencia orgánicas. En ese sentido, se realizó una revisión de literatura enfocada en las variables y la categoría seleccionada para conocer de manera referencial la relación de dichas variables en contextos geográficos distintos. Asimismo, la metodología a aplicar para la recolección de información será desarrollada mediante un cuestionario virtual, el cual será difundido a 400 limeños que han comprado alguna vez en tiendas de conveniencia orgánicas. / The organic convenience store sector in Peru has undergone major changes in recent years, being further influenced by the COVID-19 pandemic. Therefore, this study is focused on analyzing the relationship between the store image, the perceived value, and the perceived quality in relation to the purchase intention in organic convenience stores. In this sense, a literature review focused on the variables and the selected category was carried out in order to know in a referential way the relationship of said variables in different geographical contexts. Likewise, the methodology to be applied for the collection of information will be developed through a virtual questionnaire, which will be disseminated to 400 people from Lima who have ever bought in organic convenience stores. / Trabajo de investigación