En la actualidad, en el Perú el sector retail ha crecido considerablemente desde el 2016 y se han ido posicionando por sus diferentes modelos y formatos innovadores que se adecuan a las diferentes exigencias del consumidor. En los últimos meses del 2019 entraron al sector las tiendas asiáticas o más conocidas por el público como los fast retail asiáticos, las cuales se caracterizaron por estar presentes en los principales centros comerciales de la capital, por su diseño de tienda y por ofrecer un amplio surtido de productos, dentro de este se ofrecían más de 10 categorías de productos como tecnología, comida, papelería, belleza, entre otros. Por ello, el surtido pueda significar una de las principales variables que influye al consumidor en la intención de compra, de esta manera, que los fast retail asiáticos se enfoquen en conocer cuáles son los factores que influyen en la compra y dependiendo de ello poder establecer acciones que persuadan e intervengan en la de los consumidores. El objetivo de este trabajo de investigación es determinar si el amplio y profundo surtido que presentan los fast retail asiáticos presentan relación con la intención de compra entre los jóvenes de 18 a 30 años de Lima Metropolitana. El público primario de la investigación está compuesto por hombres y mujeres de 18 a 30 años de Lima Metropolitana. El estudio presenta un enfoque mixto por ser un estudio cualitativo y cuantitativo en donde se realizó 211 encuetas En cuanto, al cualitativo se realizó focus group con el público primario y entrevistas a experto, el resultado en general del análisis fue que el surtido si significaba para ellos un factor importante y que caracteriza a los fast retail asiáticos, sin embargo, no es determinante ya que, lo que llamó la atención fue el estilo de la tienda y porque fueron nuevas en el mercado. Por otro lado, se realizó el análisis cuantitativo donde la metodología del estudio fue correlacional en la cual se utilizó el modelo de la regresión lineal múltiple; el resultado que se obtuve del trabajo de investigación es que la variable surtido no presenta relación con la intención de compra, por lo cual se recomienda analizar otras variables como los factores intrínsecos e extrínsecos de los consumidores, ya que al ser nuevas las tiendas probablemente la moda, la curiosidad o el conocer algo nuevo haya tenido relación con la intención de compra. / Actually Peru, the retail sector has grown considerably since 2016 and they have positioned themselves for their different models and innovative formats that meet the different demands of the consumer. In the last months of 2019, Asian stores or better known to the public as Asian fast retail, which were characterized by being present in the main shopping centers of the capital, for their store design and for offering a wide product assortment, within this more than 10 product categories were offered such as technology, food, stationery, beauty, among others. For this reason, the assortment may mean one of the main variables that influences the consumer in the purchase intention, in this way, that Asian fast retailers focus on knowing what are the factors that influence the purchase and, depending on it, be able to establish actions that persuade and intervene in that of consumers. The objective of this research work is to determine whether the wide and deep assortment presented by Asian fast retailers is related to the intention to buy among young people between 18 and 30 years of age in Metropolitan Lima. The primary audience for the research is made up of men and women from 18 to 30 years of age from Metropolitan Lima. The study presents a mixed approach because it is a qualitative and quantitative study in which 211 surveys were conducted. As for the qualitative focus group with the primary public and interviews with experts, the general result of the analysis was that the assortment did mean for They are an important factor that characterizes Asian fast retail, however, it is not decisive since what caught the attention was the style of the store and because they were new to the market. On the other hand, the quantitative analysis was performed where the study methodology was correlational in which the multiple linear regression model was used; The result obtained from the research work is that the assortment variable is not related to the purchase intention, so it is recommended to analyze other variables such as the intrinsic and extrinsic factors of the consumers, since the stores are probably the new one. fashion, curiosity or knowing something new has been related to the purchase intention. / Tesis

La presente investigación presenta un análisis destacado de las acciones de retención en bodegas relacionadas con la intención de compra. En las bodegas hacen uso de acciones para aumentar la intención de compra pero los bodegueros no saben que están haciendo uso de ellas o no están bien informados, por ende no les queda claro cómo influyen en la compra. No se valoran mucho las estrategias de retención que podrían realizar las bodegas para influir de mayor manera en la compra. En el siguiente estudio se verán las acciones más importantes de las bodegas y qué relación tienen con la intención de compra. Este estudio sirve para que las bodegas pueda darse cuenta de que acciones son las más relevantes. La siguiente investigación será de tipo mixto, ya que empieza con la recolección de información de la realidad de los participantes, la cual permitirá afinar los instrumentos para la medición cuantitativa. En ese enfoque, se intenta encontrar regularidades y relaciones además de poder ver si se aprueba la hipótesis y por consiguiente explicar el fenómeno de las tiendas de conveniencia, ya que las variables se asocian: las estrategias de plaza y la calidad impactan en la preferencia de compra de los clientes. De manera que se podrá conocer de qué manera impactan una en la otra, lo cual identifica la correlación. Asimismo, es descriptivo, ya que se va a definir los datos empíricos que vamos a recoger. Con el propósito de responder a través de este trabajo las preguntas iniciales y herramientas cualitativas se obtiene conclusiones en base a los hallazgos. Dentro de los resultados cualitativos encontramos cuatro acciones muy importantes utilizadas por bodegas: La confianza del vendedor con sus clientes, el tiempo de entrega del delivery, el fiado, el contacto con los productos y el costo del delivery. Se encontró al igual que los resultados cuantitativos, que existe una relación con la intención de compra en cada una de las acciones. Se evidencio que la relación es débil y media. / The present investigation presents an outstanding analysis of retention actions in warehouses related to the purchase intention. In the wineries they make use of actions to increase the intention of purchase but the winemakers do not know that they are making use of them or are not well informed, therefore it is not clear to them how they influence the purchase. The retention strategies that wineries could carry out to influence the purchase in a greater way are not valued much. In the following study you will see the most important actions of the wineries and how they relate to the purchase intention. This study serves to allow wineries to realize which actions are the most relevant. The following investigation will be of mixed type, since it begins with the collection of information on the reality of the participants, which will allow refining the instruments for quantitative measurement. In this approach, we try to find regularities and relationships in addition to being able to see if the hypothesis is approved and therefore explain the phenomenon of convenience stores, since the variables are associated: the strategies of place and quality impact on the preference of Customer purchase. So you can know how they impact one on the other, which identifies the correlation. It is also descriptive, since the empirical data that we are going to collect will be defined. With the purpose of answering through this work the initial questions and qualitative tools, conclusions are obtained based on the findings. Among the qualitative results we find four very important actions used by wineries: The trust of the seller with their customers, the delivery time of the delivery, the trust, the contact with the products and the cost of delivery. It was found, like the quantitative results, that there is a relationship with the intention to purchase in each of the shares. It was evident that the relationship is weak and medium. / Trabajo de investigación

Actualmente, la ciudad de Lima se encuentra atravesando un grave problema en cuanto a la congestión vehícular. Por lo que, los habitantes que suelen movilizarse en distritos de alto flujo de vehículos se encuentran en búsqueda de formatos eficientes de transporte donde gasten menos cantidad de tiempo en llegar a sus destinos y, a su vez, sean económicos. Por ello, las empresas y los municipios inician su curso con la adaptación de una nueva modalidad de transporte que ingresa al mercado de Lima bajo la categoría de transporte eléctrico de alquiler y se opera mediante scooters eléctricos. Adicionalmente, el interés por las cuestiones ambientales en la ciudad ha aumentado a medida que los consumidores han optado por tomar decisiones cada vez más conscientes al momento de la compra. Por lo que, un modo de transporte que no emite emisiones de CO2 es atractivo para ellos. Sin embargo, la elección de las pocas empresas que operan actualmente en el mercado dependerá de las acciones online que trabajan como los cupones digitales y la información de uso de esta nueva modalidad de transporte, con el objetivo de llevar al consumidor a la compra offline (en calle). / The city of Lima is currently experiencing a serious problem of vehicle congestion. As a result, the habitants who tend to move around in high-traffic districts are in search of efficient transport formats where they spend less time getting to their destinations and, at the same time, are economic. For that reason, the companies and the municipalities begin their course with the adaptation of a new modality of transport that enters to the Lima market under the category of electric transport of rent and it is operated by means of electric scooters. Additionally, interest in environmental issues in the city has increased as consumers have opted to make increasingly conscious decisions at the time of purchase. Therefore, a mode of transport that does not emit CO2 emissions is attractive to them. However, the choice of the few companies currently operating in the market will depend on the online actions that work as digital coupons and information on the use of this new mode of transport, with the aim of taking the consumer to purchase offline (on the street). / Trabajo de investigación

Este trabajo de investigación indaga sobre el impacto de las acciones para crear engagement de marcas de bebidas alcohólicas reflejadas en la intención de compra mediante Instagram en los jóvenes de 18 a 35 años sobre la intención de compra del consumidor. Este estudio analiza los datos tomados de 323 usuarios existentes de la red social Instagram, mayores de edad y que consumen bebidas alcohólicas. Además de entrevistas a profundidad tanto al público objetivo como a profesionales y un focus group. La investigación fue realizada en Lima. Los resultados de la investigación indican que el contenido digital en la red social Instagram esta significativamente relacionado con la creación de engagement y la intención de compra de marcas de bebidas alcohólicas. Además, demostrar que la el engagement actúa como un mediador parcial entre el contenido digital en la red social Instagram y la intención de compra de los consumidores en el punto de venta. Las conclusiones extraídas de este estudio implican que las plataformas de redes sociales se han vuelto la herramienta ideal para conectar con el consumidor y mucho más rentable que el marketing tradicional al que estamos acostumbrados. Hoy en día, el contenido mostrado por las marcas en Instagram es muy relevante para los consumidores y depende de la calidad de este para poder establecer una conexión genuina con los consumidores e impulsar su intención de compra en el punto de venta. Los estudios futuros deben considerar seguir investigando las nuevas plataformas digitales que aparecen día a día y poder medir cuál de estas es la que tiene un mayor alcance a los intereses de los consumidores. / This research investigates the impact of actions to create engagement of alcoholic beverage brands reflected in the purchase intention through Instagram in young people between 18 and 35 years old on the consumer's purchase intention. This study analyzes data from 323 existing users of the Instagram social network, who are over 18 and who consume alcoholic beverages. In addition to in-depth interviews with the target audience, professionals and a focus group. The research was conducted in Lima. The results of the research indicate that the digital content on Instagram social network is significantly related to engagement creation and purchase intent of alcoholic beverage brands. Furthermore, demonstrating engagement acts as a partial mediator between digital content on the Instagram social network and consumers' purchase intent at the point of sale. The conclusions drawn from this study imply that social networking platforms have become the ideal tool to connect with the consumer and much more cost-effective than the traditional marketing we are used to. Today, the content displayed by brands on Instagram is highly relevant to consumers and depends on the quality of this content in order to establish a genuine connection with consumers and drive their purchase intent at the point of sale. Future studies should consider further research into the new digital platforms that are emerging daily and measure which of these has the greatest impact on consumer interests. / Trabajo de investigación

Hoy en día, hay una creciente demanda del consumo de vino por jóvenes millennials en cuanto a hombres y mujeres de NSE A y B de Lima Metropolitana. Así, a través de distintos autores se da a conocer la relación entre el E-WOM con la intención de compra en jóvenes de 23 a 35 años del segmento mencionado. El incremento de este consumo de vino por jóvenes está generando un cambio con respecto a los volúmenes establecidos anteriormente en Lima Metropolitana en donde, se considera, que esto se da a una nueva tendencia con respecto a los hábitos de consumo y al estilo de vida de los jóvenes. En cuanto a la relación entre comentarios en redes sociales y la intención de compra de vinos, los jóvenes son influenciados sobretodo a los comentarios de calidad que brindan información sobre la característica del sabor y el tipo de vino presentado en la página web o aplicación. Se puede decir que existe una relación con la intención de compra por la credibilidad que le dan ciertas páginas web al ser reconocidas y de prestigio. Si bien estamos en un mundo online, se considera que los jóvenes también forman parte de una influencia actual del mundo offline en cuanto a tiendas boutique y personas conocedoras del rubro las cuales influyen en su compra al momento de adquirir un vino. / Today, there is a big demand for wine consumption by young millennials regarding men and women from socioeconomic level A and B of Metropolitan Lima. Thus, the relationship between the E-WOM and the interactivity with the purchase intent of young people from 21 to 35 years old is made known through different authors. The increase of this wine consumption by young people is generating a change of the volumes previously established in Lima, where, it is considered, that this is given to a new trend by habits consumption and the lifestyle of these millennials. Regarding the relationship between comments on social networks and the purchase intent, young people are influenced above all from quality comments that provide flavor and wine type information shown up on websites or apps. Moreover, we can tell that there is a relationship with purchase because these websites are recognized by important people, giving prestigious to each one of them. Although we are in an online world; it is considered that young people are also part of a current influence of the offline world in terms of physical stores as boutiques and also by people knowledgeable about the wine they are looking for purchase. / Trabajo de investigación

Este trabajo de investigación se realizó con el fin de determinar el nivel de relación existente entre los programas de fidelización y la intención de compra, específicamente de los supermercados en sus clientes de 25 a 35 años. A través de este trabajo se evaluarán las principales variables del marketing de lealtad que existe entre el consumidor y las diversas estrategias pertenecientes a los programas de fidelización.    Los programas de fidelización son parte de una estrategia de marketing para capturar y retener gran parte de sus clientes a través de tarjetas que permiten acumular puntos tras la compra de productos, cupones, descuentos e incluso canje por otros productos. A partir de ello, esta investigación busca descubrir la relación existente entre estas estrategias generadas por los supermercados que incitan la compra en sus distintos consumidores. / This research work was carried out in order to determine the level of relationship between loyalty programs and the purchase intention, specifically in supermarkets with their clients from 25 to 35 years old. Through this work we will evaluate the main variables of loyalty marketing that exist between the consumer and the different strategies belonging to the loyalty programs. Loyalty programs are part of a marketing strategy to capture and retain a large part of your customers through cards that allow you to accumulate points after purchasing products, coupons, discounts and even exchanges for other products. From this, this research seeks to discover the relationship between these strategies generated by supermarkets that encourage the purchase of their different consumers. / Trabajo de investigación

Purpose:The aim of this study is to measure the attributes of electric vehicles that influence consumers'attitudes towards EVs. The consumers’ attitude and their intent to purchase is also measured in thisstudy. This is done in order to explore whether the attributes of EVs have an influence on the attitudetowards innovation and whether the attitude of a consumer has an influence on their purchase intent. Method:Employing the innovation of electric cars in Sweden as the empirical setting, a quantitative researchapproach was adopted. The primary data was collected through a questionnaire that was conductedamong non-car and car owners over the age of 18 in Sweden. Conclusion:As a result of the conducted study, it was found that the importance of the selected attributes has apositive influence on the consumers’ attitude towards electric cars. Moreover, it was found that theattitude of the given respondent has a statistically significant correlation with their intention topurchase one in the future. However, a non-correlation was found between the variable of attributesand intent to purchase.

Con esta investigación se pretende averiguar si existe una significancia positiva entre el e-Branding y la fidelización en Instagram dentro del sector de cosméticos para el público mujeres residentes de Lima Metropolitana con un rango de edades de 18 a 35 años. Para averiguar ello, los principales objetivos son saber cuál es el nivel de fidelización del público objetivo según sus edades generacionales, conocer si existe una significancia positiva entre el sentido de pertenencia entre usuario-marca y la fidelización hacia la marca, identificar si la interacción con la marca tiene una significancia positiva por las usuarias en la plataforma de Instagram y por último determinar si el e-branding tiene una significancia positiva para lograr la fidelización de las usuarias en la plataforma de Instagram. Cabe destacar que la presente investigación es descriptivo correlacional, no experimental, con un diseño transversal y un enfoque mixto. En orden para corroborar la presente investigación, se realizaron estudios de forma cualitativa y cuantitativa. El estudio cualitativo consistió de entrevistas a expertos y dos focus group al público objetivo cuyos resultados están plasmados en el capítulo III. A su vez, el estudio cualitativo se centró en encuestas virtuales a 258 personas y sus resultados se encuentran en el capítulo IV. Finalmente, se puede concluir que sí se aprobó la hipótesis planteada mediante una prueba de Chi Cuadrado en IBM SPSS y se propusieron estrategias y tácticas de acuerdo a los objetivos planteados que se muestran en el capítulo V y recomendaciones a futuras investigaciones. / This research aims to find out if there is a positive significance between e-Branding and loyalty on Instagram within the cosmetics sector for the target, female residents of Metropolitan Lima with an age range of 18 to 35 years. The main objectives are to know what is the level of loyalty of the target audience according to their generational ages, to know if there is a positive significance between the sense of belonging between the user and brand loyalty, to identify whether the interaction with the brand has a positive significance for users on the Instagram platform and finally determine if e-branding has a positive significance for achieving user loyalty on the Instagram platform. It should be noted that this research is descriptive, correlational, non-experimental, with a cross-sectional design and a mixed approach. In order to corroborate the present investigation, studies were carried out in a qualitative and quantitative method. The qualitative study consisted of interviews with experts and two focus groups to the target audience, the results of which are reflected in Chapter III. In turn, the qualitative study focused on virtual surveys of 258 people and its results are found in Chapter IV. Finally, it can be concluded that the hypothesis proposed was approved by means of a Chi Square test in IBM SPSS and strategies and tactics were proposed according to the stated objectives shown in Chapter V and recommendations for future research. / Trabajo de investigación

Date:                             04 June 2018 Level:                            Master Thesis in International Marketing, 15 ECTS Institution:                     School of Business, Society and Engineering, Mälardalen University Authors:                       Anastasiadou, Elena                       Meier, Philip                                       (94/05/25)                            (88/03/11) Title:                              Cross-border Online Purchase Intent: An Investigation of CSR-conscious Young Adults Supervisor:                   Emilia Rovira Keywords:                   Online purchase intent, international online vendors, corporate                                      social responsibility, technology acceptance model, Ikea Research Question:     What factors affect the online purchase intent of CSR-conscious young adults buying from IOVs and how? Purpose:                       With the worldwide increasing access and usage of the Internet, cross-border shopping has emerged as an online trend, especially amongst young adults. Simultaneously, CSR-consciousness has spread rapidly around the globe. Consequently, it is this study’s purpose to gain a deeper understanding of factors influencing CSR-conscious young adults’ cross-border online purchase intent. Method:                         For the sake of reaching a deeper understanding of factors influencing online purchase intent this study applies qualitative research methods. Primary empirical data is collected via focus group interviews. In order to introduce a relatable online shopping scenario to the interviewees, the investigators present the interviewees with a case company during focus group sessions. Ikea’s online store is chosen as a case, since Ikea is a well-known IOV engaging in CSR practices. Lastly, the empirical findings are assessed by doing a thematic analysis. Conclusion:                  The conceptual model (see Figure 3. OPIM) proves to be suitable for exploring cross-border online purchase intent of CSR-conscious young adults, as each element appears to play a vital role in understanding influences on behavioural intention to purchase products or services online. With the help of the OPIM, several contributions could be made in this particular field of research. Firstly, this study uncovered a relationship between company size and CSR-conscious young adults’ trust, as part of their perceived quality. The relation is negative when investigating at the trust towards CSR promises but positive when looking at trust towards payment procedures. Secondly, non-monetary sacrifices, stemming from IOVs’ intangible nature, have a strong negative impact on the behavioural intention to purchase goods and services online, while comparing it to physical store counterparts. Thirdly, the investigators discovered how convenience and flexibility concerns lower potential customers’ perceived usefulness of IOVs. Fourthly, IOVs need to positively influence subjective norms and tailor online loyalty programs to increase potential customers’ commitment to purchase their products and services online. Lastly, this study finds that the level of satisfaction with a given online purchase is part of a mental re-evaluation process that directly influences potential future purchases.   Abbreviations:              B2B:             Business to Business Relationship                                  B2C:             Business to Consumer Relationship                                      CSR:                       Corporate Social Responsibility                                      IOV:             International Online Vendor                                      IS:                Information Systems                                       IT:                 Information Technology             OPIM: Online Purchase Intent Model            TAM:               Technology Acceptance Model

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2017-07-03T19:49:05Z No. of bitstreams: 1 Carlos Augusto Palazzi Junior.pdf: 1484789 bytes, checksum: ca07ecd2ab4ad55d68b682538b543193 (MD5) / Made available in DSpace on 2017-07-03T19:49:05Z (GMT). No. of bitstreams: 1 Carlos Augusto Palazzi Junior.pdf: 1484789 bytes, checksum: ca07ecd2ab4ad55d68b682538b543193 (MD5) Previous issue date: 2017-02-23 / This dissertation aims to identify the factors that impact on the intention to hire or on consumer loyalty of the personal trainer service and to verify if there are differences between the variables surveyed between these two audiences. The constructs chosen through the literature, mainly international scientific articles, were: social skills, customer orientation, customer perceived expertise, personal trainer physical appearance, consumer familiarity and physical results obtained from the student, being analyzed through the conceptual framework of relationship marketing. The type of the research was confirmatory and the quantitative method, composed of a sample of 577 people obtained through an online questionnaire, and among the respondents, 245 have personal trainer and 332 do not have. In order to reach the objective of this dissertation, the closed questionnaire and the partial least square (PLS) analysis were used as data collection instrument to validate the hypotheses. As results, it was possible to perceive that there are differences between the models studied, in the intention-to-purchase model, consumers have the physical appearance of the personal trainer with greater significance when making the decision to acquire this service, followed by their familiarity by moderating the Professional knowledge, that is, the more previous knowledge of physical activity the consumer has, the more he or she will expect from the professional's expertise. In the loyalty model, it can be verified that the social skills of the personal trainer and the physical results conquered by the students through the personalized classes had greater significations, followed by the physical appearance of the professional and the familiarity moderating the expertise of the service provider. It is concluded that the personal trainer as its own manager, should use different methods and techniques to conquer different audiences. One of the main suggestions in the search intention model is that the personal trainer should show a personal physical appearance that demonstrates health care and muscular tone, as it inspires his clients, besides having superior knowledge to the consumer, since the more information the customer has, the more demanding it will be. In the loyalty model, the personal trainer should emphasize social skills, allowing a better relationship with the client, as well as reaching the expectations of the students regarding the physical results when hiring their services, not forgetting their good physical appearance and demonstrating knowledge regarding physical activity, physiology and physical exercises in relation to their students. / Essa dissertação tem como objetivo identificar os fatores que impactam na intenção de contratar ou na lealdade do consumidor do serviço de personal trainer e verificar se existe diferenças entre as variáveis pesquisadas entre esses dois públicos. Os construtos escolhidos por meio da literatura, principalmente de artigos científicos internacionais, foram: as habilidades sociais, a orientação para o cliente, a expertise percebida pelo cliente, a aparência física do personal trainer, familiaridade do consumidor e dos resultados físicos obtidos do aluno, sendo analisado por meio da estrutura conceitual do marketing de relacionamento. O tipo da pesquisa foi confirmatório e o método quantitativo, composto por uma amostra de 577 pessoas obtidos por meio de questionário online, sendo que, entre os respondentes, 245 possuem personal trainer e 332 não possuem. Para atingir o objetivo dessa dissertação, foi utilizado como instrumento para a coleta de dados o questionário fechado e a análise dos mínimos quadrados parciais PLS (partial least square) para validar as hipóteses. Como resultados, foi possível perceber que existe diferenças entre os modelos estudados; no modelo de intenção de contratar, os consumidores têm a aparência física do personal trainer com maior significância na hora de tomar a decisão em adquirir esse serviço, seguido pela sua familiaridade moderando a expertise do profissional, ou seja, quanto mais conhecimento prévio de atividade física o consumidor tiver, mais cobrará da expertise do profissional. No modelo de lealdade, pode-se verificar que as habilidades sociais do personal trainer e os resultados físicos conquistados pelos alunos por meio das aulas personalizadas tiveram maiores significâncias, seguidos pela aparência física do profissional e a familiaridade moderando a expertise do prestador de serviço. Conclui-se que o personal trainer como seu próprio gestor, deve utilizar métodos e técnicas diferentes para conquistar diferentes públicos. Uma das principais sugestões no modelo de intenção de contratar pesquisado, é que o personal trainer deve mostrar uma aparência física pessoal que demonstre cuidados com a saúde e a tonicidade muscular, pois isso inspira seus clientes, além de ter conhecimento superior ao consumidor, pois quanto mais informações o cliente tiver, mais exigente ele será. No modelo de lealdade, o personal trainer deve dar ênfase às habilidades sociais, permitindo um melhor relacionamento com o cliente, além de atingir as expectativas dos alunos em relação aos resultados físicos ao contratar seus serviços, sem esquecer da sua boa aparência física e de demonstrar conhecimento superior em relação a atividade física, fisiologia e exercícios físicos em relação aos seus alunos.