Productos de consumo conjunto y estrategias de promoción en España
DOI:
https://doi.org/10.37467/revvisual.v9.3741Palabras clave:
Consumo, Complementariedad, Vinculo entre categorías, Promoción, Precio, Encuesta, ComplementariedadesResumen
El trabajo se centra en el análisis del consumo de productos complementarios, los cuales por su naturaleza suelen consumirse o usarse con otros para satisfacer las necesidades/deseos del consumidor. Estos productos pueden reforzar su vinculación a través de las promociones en precio, promociones que ejercen influencia al momento de la compra. Para ello, se realiza una investigación con consumidores españoles analizando cuatro categorías de alimentación en una encuesta de interés de consumo. En los resultados, se resalta la importancia de identificar la complementariedad, la preferencia por estas complementariedades y la planificación de las promociones entre categorías para ser más efectivas.
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