El objetivo de la presente investigación es determinar la relación entre las variables marketing experiencial y la recompra de cervezas artesanales en los bares por parte de hombres y mujeres entre los 20 a 35 años. De esta manera, poder identificar qué variable tiene mayor correlación con la intención de compra.
Esta investigación es de alcance correlacional, ya que busca describir y relacionar los motivos de intención de compra en base a las variables y dimensiones puestas en estudio. Asimismo, se decidió investigar antecedentes, entrevistar a tres expertos en el rubro y realizar dos focus group con el público objetivo. Se halló que las variables y dimensiones de mayor relación con la recompra son la experiencia, el producto, los precios y estilo de vida.
Por último, a partir de la investigación, se ha conocido de forma más profunda al público objetivo. Los resultados con mayor relevancia son que el marketing experiencial junto a las acciones de actuaciones, son fundamentales para que el target recompre cervezas artesanales en los bares y que definitivamente, el precio influye en la decisión de compra. / The objective of this research is to determine the relationship between the variables experiential marketing and the repurchase of craft beers in breweries by men and women between the ages of 20 and 35. In this way, to identify which variable has the greatest correlation with the purchase intention.
This research is based on a scope of correlational, since it seeks to describe and relate the reasons for purchase intention based on the variables and dimensions put into study. Likewise, it was decided to investigate the background, interviewed three experts in the field and conducted two focus groups with the target audience. It was found that the variables and dimensions most related to the repurchase are the experience, product, prices and the target lifestyle.
Finally, based on the research, the target has been known and studied more deeply. The results with greater relevance are that experiential marketing along with the actions of acts, are essential for the target to repurchase craft beers in the bars and that definitely, the price also influences on the purchase decision. / Trabajo de investigación
| Identifer | oai:union.ndltd.org:PERUUPC/oai:repositorioacademico.upc.edu.pe:10757/652095 |
| Date | 26 November 2019 |
| Creators | Palacios Guevara, Danitza Lucia |
| Contributors | Lodeiros Zubiria, Manuel Luis |
| Publisher | Universidad Peruana de Ciencias Aplicadas (UPC) |
| Source Sets | Universidad Peruana de Ciencias Aplicadas (UPC) |
| Language | Spanish |
| Detected Language | Spanish |
| Type | info:eu-repo/semantics/bachelorThesis |
| Format | application/pdf, application/epub, application/msword |
| Source | Universidad Peruana de Ciencias Aplicadas (UPC), Repositorio Académico - UPC |
| Rights | info:eu-repo/semantics/openAccess, Attribution-NonCommercial-ShareAlike 4.0 International, http://creativecommons.org/licenses/by-nc-sa/4.0/ |
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