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Repositorio de la Red Internacional de Investigadores en Competitividad

Educación, gestion del conocimiento y creacion de valor

Vol. 14 (2020): Ecosistema de datos y la competitividad ISBN 978-607-96203-0-9

La relación entre el valor percibido y la lealtad en los consumidores de productos para el cuidado de la piel: producto verde vs convencional

Enviado
junio 15, 2021
Publicado
2021-06-17

Resumen

El objetivo principal de este trabajo es analizar las diferencias que existen en la relación entre el valor percibido y la lealtad de los consumidores de cosméticos para el cuidado de la piel respecto a su origen (verde vs convencional). Para lo anterior, se analizaron diversas teorías
explicativas de las variables de interés. En el trabajo de campo se obtuvieron 380 encuestas por perfil de estudio que se analizaron mediante técnicas estadísticas inferenciales por correlación de Pearson, regresión lineal múltiple y análisis de varianza ANOVA para analizar las diferencias que existen en los niveles de lealtad entre los perfiles de estudio. Se encuentra que, el valor percibido calidad afecta a la lealtad es ligeramente mayor en los consumidores convencionales, mientras que el valor percibido emocional es mucho mayor en los consumidores verdes.

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