Localización del atributo más valorado de un cosmético antiedad con el método multivariante MAXDIFF

The goal of current research is statistically locate the most valued by institutional clients of an anti-aging cosmetic eye institutional market in the Metropolitan District of Quito attribute. The methodology has a range, transversal studies based on qualitative and quantitative. The analysis of data in a first step board using traditional techniques such qualitative depth interviews and in a second step with a quantitative multivariate techniques known MAXDIFF analysis. These analyzes were applied to a sample population of 96 institutional clients, consumers of cosmetic anti-aging and the results made it possible to know which product attribute prefer this type of client. This studyhas practical applications because it allows to know about which attributes should be directed marketing effort in this market segment, besides presenting a methodology search and unpublished primary attribute that can be applied to any type of product.

• Autor principal: Pazmiño Reinoso, Iván Estuardo (author)
• Formato: article
• Publicado: 2017
• Materias: Atributos, Marketing, Maxdiff; Attributes, Marketing, MAXDIFF
• Acceso en línea: https://doi.org/10.33890/innova.v2.n10.2017.288; https://repositorio.uide.edu.ec/handle/37000/3554