Thesis ANÁLISIS EXPLORATORIO PARA DETERMINAR RELACIONES DE ATRIBUTOS FUNCIONALES Y ESTÉTICOS EN PRODUCTOS ASOCIADOS A LA PERCEPCIÓN DE COSTO
Date
2017
Authors
FASSBENDER GAAL, ANDREA KATARINA
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Abstract
El presente trabajo comprende el desarrollo de una memoria de título, en relación a lainvestigación de un fenómeno en particular mediante el estudio de la literatura existente, laformulación de una metodología de trabajo y su posterior caso de estudio a fin de aplicar lametodología presentada y generar conclusiones de los resultados obtenidos.Actualmente, el mercado y todas aquellas disciplinas que se ven involucradas tanto en eldesarrollo de productos y servicios como en su posterior comercialización se enfrentan aconstantes desafíos con respecto a lograr que el consumidor decida comprar sus productos oservicios y con ello mejorar los beneficios de la empresa. Uno de estos desafíos comprende elaumentar la satisfacción del futuro comprador para que este se sienta más atraído a la ofertaque la empresa está entregando, al abordar las soluciones de este tema el principal retoproviene de traducir las necesidades, aquellas expresadas explícitamente y aquellas que no loson, en atributos que se puedan integrar a los productos a desarrollar para que estos seanfinalmente valorados por el cliente.Para entregar un primer atisbo sobre el contexto mencionado, se presentan y estudian lastemáticas de comportamiento del consumidor, modelo Kano de desarrollo de productos ysatisfacción del cliente para finalmente abordar una parte acotada sobre la teoría económicasemi-racional que permite comprender de que forma el ser humano maneja y toma decisionessobre su presupuesto dadas las condiciones en las que se ve envuelto.Considerando el desafío mencionado al que se ve enfrentado el mercado actual, el trabajo queel lector encontrará a continuación presenta un estudio sobre cómo se relacionan dos atributosparticulares en una serie de productos y cómo estos se relacionan también con respecto a lavalorización monetaria que el cliente haga de dichos productos, esto con el fin de dilucidar queestrategias pueden ser mejores o producen una mayor satisfacción al cliente (por ejemplo si lascombinaciones de atributos funcionan o no, si dichas combinaciones son o no más valoradas,etc). En este caso particular los atributos elegidos fueron la funcionalidad representado por tresobjetos con distinta función (llavero, marcador de páginas y soporte de Smartphone) y la diferenciación representada por tres imágenes de marca (Pac-Man, Volskwagen Combi y unSmiley), estos elementos son evaluados por un grupo de estudio de manera individual y luegoen combinación además en todos los casos se evalúa cuanto están dispuestos a pagar losparticipantes por los productos presentados.Finalmente, se entregan los resultados de la experiencia y su correspondiente análisis en dondees posible vislumbrar que existen otros factores que influyen en como los diversos atributos serelacionan, en este caso el impacto que tiene la “compra” o “inversión” que se pidió valorarsobre el presupuesto total disponible en una determinada cuenta o para un determinadoindividuo. Además se hace importante comprender que sí pueden existir comportamientosdispares cuando los atributos son presentados en conjunto versus cuando estos son presentadosy valorados por separado; por lo que se hace relevante considerar cuan compatibles son lasnecesidades que el consumidor expresa por separado con respecto a su traducción en atributosque luego serán presentados en conjunto en un determinado producto.
The present study consist of the development of a thesis, in relation to the research of aparticular phenomenon through the study of existing literature, the formulation of a workmethodology and its subsequent case study, with the propose of applying the presentedmethodology and draw conclusions from the obtained resultsThese days, the market and all those disciplines that are involved both in the development ofproducts and services and in their subsequent commercialization face constant challenges withregard to having the consumer deciding to buy their products or services and thereby improvethe benefits of the company. One of these challenges is to increase the satisfaction of thefuture buyer so that he is more attracted to the offer that the company is delivering. Inaddressing the solutions of this issue the main difficulty comes from translating the clientsneeds, those explicitly expressed and those that are not, in attributes that can be integrated tothe products development so that these are finally appreciated by the client.In order to give a first glimpse of the aforementioned context, the topics of consumerbehavior, Kano model of product development and customer satisfaction are presented andstudied to finally address a limited part about the semi-rational economic theory that allows usto understand how the human being handles and makes decisions about his budget given theconditions in which he is involved.Considering the challenge that the current market is facing, the work that the reader will findnext presents a study on how two particular attributes are related in a series of products andthe relation of these with the monetary valuation that the customer made of such products, thisin order to elucidate which strategies may be better or produce greater customer satisfaction(for example if the combinations of this attributes are for better or for worse, whether thosecombinations are valued or not, etc.). In this particular case the attributes chosen werefunctionality represented by three objects with different function (a key chain, a bookmark anda Smartphone support) and differentiation represented by three brand images (Pac-Man,Volskwagen Combi and a Smiley), these elements are evaluated by a study group on an individual basis and then in combination in addition, in all cases, the participants are askedhow much they are willing to pay for the products presented.Finally, the results of the experience are given and its corresponding analysis where it ispossible to see that there are other factors that influence how the various attributes are related,in this case the impact of the "purchase" or "investment" that was asked to be evaluated onbehalf of the total budget available in a particular account or for an particular individual.Furthermore, it is important to understand that disparate behaviors can exist when theattributes are presented together versus when they are presented and evaluated separately; so itbecomes relevant to consider how compatible the needs that the consumer expressesseparately are in relation to its translation in attributes that will then be presented together in agiven product.
The present study consist of the development of a thesis, in relation to the research of aparticular phenomenon through the study of existing literature, the formulation of a workmethodology and its subsequent case study, with the propose of applying the presentedmethodology and draw conclusions from the obtained resultsThese days, the market and all those disciplines that are involved both in the development ofproducts and services and in their subsequent commercialization face constant challenges withregard to having the consumer deciding to buy their products or services and thereby improvethe benefits of the company. One of these challenges is to increase the satisfaction of thefuture buyer so that he is more attracted to the offer that the company is delivering. Inaddressing the solutions of this issue the main difficulty comes from translating the clientsneeds, those explicitly expressed and those that are not, in attributes that can be integrated tothe products development so that these are finally appreciated by the client.In order to give a first glimpse of the aforementioned context, the topics of consumerbehavior, Kano model of product development and customer satisfaction are presented andstudied to finally address a limited part about the semi-rational economic theory that allows usto understand how the human being handles and makes decisions about his budget given theconditions in which he is involved.Considering the challenge that the current market is facing, the work that the reader will findnext presents a study on how two particular attributes are related in a series of products andthe relation of these with the monetary valuation that the customer made of such products, thisin order to elucidate which strategies may be better or produce greater customer satisfaction(for example if the combinations of this attributes are for better or for worse, whether thosecombinations are valued or not, etc.). In this particular case the attributes chosen werefunctionality represented by three objects with different function (a key chain, a bookmark anda Smartphone support) and differentiation represented by three brand images (Pac-Man,Volskwagen Combi and a Smiley), these elements are evaluated by a study group on an individual basis and then in combination in addition, in all cases, the participants are askedhow much they are willing to pay for the products presented.Finally, the results of the experience are given and its corresponding analysis where it ispossible to see that there are other factors that influence how the various attributes are related,in this case the impact of the "purchase" or "investment" that was asked to be evaluated onbehalf of the total budget available in a particular account or for an particular individual.Furthermore, it is important to understand that disparate behaviors can exist when theattributes are presented together versus when they are presented and evaluated separately; so itbecomes relevant to consider how compatible the needs that the consumer expressesseparately are in relation to its translation in attributes that will then be presented together in agiven product.
Description
Catalogado desde la version PDF de la tesis.
Keywords
ATRIBUTOS DE PRODUCTO , MARKETING , PERCEPCION DE COSTO