Estrategia competitiva en el sector Construcción: Uso de fibras de Cáñamo
Palabras clave:
consumidor, percepción, fibras, preferencias, sector construcción
Resumen
Las construcciones de tipo civil contribuyen al crecimiento económico de un país, razón por la cual la utilización de materiales de refuerzo como las fibras van en aumento en proyectos de construcción. De ahí que el objetivo de esta investigación fue evaluar las percepciones frente al uso de fibras naturales (cáñamo) y a las fibras sintéticas (vidrio), en empresas dedicadas a la construcción en el departamento de Boyacá, como un estrategia organizacional de competitividad. Se utilizó el método de escalamiento multidimensional no métrico y el procedimiento de escala de mínimos cuadrados alternos, donde los consumidores potenciales hicieron juicios de similitud, con 9 atributos ordenando las respuestas en tres grupos, que dieron como resultado 5 iteraciones para llegar a un Stress de 0,09688 indicando un buen ajuste. Se concluye que la asociación de los factores técnico, estratégico y psicológico; influyen en la decisión de compra, los parámetros ambientales no son considerados como relevantes; mientras el precio y durabilidad afectan el comportamiento del consumidor. Finalmente los aspectos legales en Colombia, determinan la viabilidad económica y técnica para este sector en la actualidad.
Citas
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Karmarkar, U. R., & Yoon, C. (2016). Consumer neuroscience: advances in understanding consumer psychology. Current Opinion in Psychology, 10, 160–165. https://doi.org/10.1016/j.copsyc.2016.01.010
Karray, S., Martín-Herrán, G., & Zaccour, G. (2020). Pricing of demand-related products: Can ignoring cross-category effect be a smart choice? International Journal of Production Economics, 223, 107512. https://doi.org/10.1016/j.ijpe.2019.09.033
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Kotler, Philip, & Keller, K. L. (2016). Marketing Management Global Edition. (15 ed.). Pearson. https://doi.org/10.1080/08911760903022556
Li, D., Nagurney, A., & Yu, M. (2018). Consumer learning of product quality with time delay: Insights from spatial price equilibrium models with differentiated products. Omega, 81, 150–168. https://doi.org/10.1016/j.omega.2017.10.007
Liu, Y., Li, J., Ren, W., & Forrest, J. Y.-L. (2020). Differentiated products pricing with consumer network acceptance in a dual-channel supply chain. Electronic Commerce Research and Applications, 39, 100915. https://doi.org/10.1016/j.elerap.2019.100915
López, C. P. (2004). Técnicas de Análisis Multivariante de Datos Aplicaciones Spss. Pearson Educación, S.A.
Lubowiecki-Vikuk, A., Dąbrowska, A., & Machnik, A. (2021). Responsible consumer and lifestyle: Sustainability insights. Sustainable Production and Consumption, 25, 91–101. https://doi.org/10.1016/j.spc.2020.08.007
Mandel, N., Rucker, D. D., Levav, J., & Galinsky, A. D. (2017). The Compensatory Consumer Behavior Model: How self-discrepancies drive consumer behavior. Journal of Consumer Psychology, 27(1), 133–146. https://doi.org/10.1016/j.jcps.2016.05.003
Milfont, T. L., & Markowitz, E. (2016). Sustainable consumer behavior: a multilevel perspective. Current Opinion in Psychology, 10, 112–117. https://doi.org/10.1016/j.copsyc.2015.12.016
Mobrezi, H., & Khoshtinat, B. (2016). Investigating the Factors Affecting Female Consumers’ Willingness toward Green Purchase Based on the Model of Planned Behavior. Procedia Economics and Finance, 36, 441–447. https://doi.org/10.1016/S2212-5671(16)30062-4
Monga, A. (Sonia) B., & Williams, J. D. (2016). Cross-cultural styles of thinking and their influence on consumer behavior. Current Opinion in Psychology, 10, 65–69. https://doi.org/10.1016/j.copsyc.2015.12.003
Notani, A. S. (1997). Perceptions of affordability: Their role in predicting purchase intent and purchase. Journal of Economic Psychology, 18(5), 525–546. https://doi.org/10.1016/S0167-4870(97)00022-6
Noyan, F., & Şimşek, G. G. (2014). The Antecedents of Customer Loyalty. Procedia - Social and Behavioral Sciences, 109, 1220–1224. https://doi.org/10.1016/j.sbspro.2013.12.615
Pérez, D., & Ubago, I. P. M. de. (2006). El Precio. Tipos y Estrategias de fijación. In MARKETING. El Precio. Tipos y Estrategias de Fijación (p. 53). EOI Escuela de Negocios.
Programming, C., August, N. R., & December, R. (1983). (1983), 3, 205-216.
Ramadan, R., Saad, G., Awwad, E., Khatib, H., & Mabsout, M. (2017). Short-Term Durability of Hemp Fibers. Procedia Engineering, 200, 120–127. https://doi.org/10.1016/j.proeng.2017.07.018
Republica de Colombia. (2017). Decreto 613 de 2017. https://www.minsalud.gov.co/Normatividad_Nuevo/Decreto 613 de 2017.pdf
Rucker, D. D., & Galinsky, A. D. (2016). The Agentic-Communal Model of Power: implications for consumer behavior. Current Opinion in Psychology, 10, 1–5. https://doi.org/10.1016/j.copsyc.2015.10.010
Rucker, D. D., Galinsky, A. D., & Dubois, D. (2012). Power and consumer behavior: How power shapes who and what consumers value. Journal of Consumer Psychology, 22(3), 352–368. https://doi.org/10.1016/j.jcps.2011.06.001
Schiffman, L. G., Kanuk, L. L., & Flores, V. F. (2005). Comportamiento del consumidor. https://books.google.com.co/books?id=Wqj9hlxqW-IC
Servicio Nacional De Aprendizaje, & Cámara Colombiana de la Construcción. (2016). Proyecto de investigación del sector de la construcción de edificaciones en Colombia. https://camacol.co/sites/default/files/documentos/ProyectoInvestigativodelSector de la Construccion.pdf
Shavitt, S., & Cho, H. (2016). Culture and consumer behavior: the role of horizontal and vertical cultural factors. Current Opinion in Psychology, 8, 149–154. https://doi.org/10.1016/j.copsyc.2015.11.007
Steils, N., Crié, D., & Decrop, A. (2019). Online consumer learning as a tool for improving product appropriation. Journal of Retailing and Consumer Services, 46, 51–57. https://doi.org/10.1016/j.jretconser.2018.04.007
Talaya, Á. E. (2008). Principios de marketing. https://books.google.com.co/books?id=86V4nK6j0vIC
Townsend, T. (2020). 1B - World natural fibre production and employment. In R. M. Kozłowski & M. B. T.-H. of N. F. (Second E. Mackiewicz-Talarczyk (Eds.), Woodhead Publishing Series in Textiles (pp. 15–36). https://doi.org/10.1016/B978-0-12-818398-4.00002-5
Uetsuji, K., Yanagimoto, H., & Yoshioka, M. (2015). User Intent Estimation from Access logs with Topic Model. Procedia Computer Science, 60, 141–149. https://doi.org/10.1016/j.procs.2015.08.113
Viscusi, G., & Gorrasi, G. (2021). A novel approach to design sustainable fiber reinforced materials from renewable sources: mathematical modeling for the evaluation of the effect of fiber content on biocomposite properties. Journal of Materials Research and Technology. https://doi.org/10.1016/j.jmrt.2021.03.017
White, T. P. (1992). Resistencia de materiales. https://books.google.com.co/books?id=CnYSoc1VsdkC
Wu, C.-H., & Lai, J.-Y. (2019). Dynamic pricing and competitive time-to-market strategy of new product launch under a multistage duopoly. European Journal of Operational Research, 277(1), 138–152. https://doi.org/10.1016/j.ejor.2019.02.012
Yin, B. C. L., Laing, R., Leon, M., & Mabon, L. (2018). An evaluation of sustainable construction perceptions and practices in Singapore. Sustainable Cities and Society, 39, 613–620. https://doi.org/10.1016/j.scs.2018.03.024
Zhang, A., Prang, K.-H., Devlin, N., Scott, A., & Kelaher, M. (2020). The impact of price transparency on consumers and providers: A scoping review. Health Policy, 124(8), 819–825. https://doi.org/10.1016/j.healthpol.2020.06.001
Zhou, J., Zhao, X., Xue, L., & Gargeya, V. (2012). Double moral hazard in a supply chain with consumer learning. Decision Support Systems, 54(1), 482–495. https://doi.org/10.1016/j.dss.2012.06.011
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Batkoska, L., & Koseska, E. (2012). The Impact of Cognitive Learning on Consumer Behaviour. Procedia - Social and Behavioral Sciences, 44, 70–77. https://doi.org/10.1016/j.sbspro.2012.05.006
Behar, D. (2008). Metodología de la Investigación (A. Rubeira). Editorial Shalom.
Bhoopathi, R., Ramesh, M., & Deepa, C. (2014). Fabrication and Property Evaluation of Banana-Hemp-Glass Fiber Reinforced Composites. Procedia Engineering, 97, 2032–2041. https://doi.org/10.1016/j.proeng.2014.12.446
Cámara Colombiana de la Construcción. (2020). Informe de actividad edificadora CAMACOL. https://camacol.co/sites/default/files/info-sectorial/IAEDiciembre VF.pdf
Cárdenas, V. T. (2012). Escalamiento Multidimensional y Mapas Autoorganizados para visualizar el uso de los Métodos Estadísticos no paramétricos en la rama de las Ciencias Agraria y Biológica. Ciencias de La Información, 43(1), 51–56.
Çomak, B., Bideci, A., & Salli, Ö. (2018). Effects of hemp fibers on characteristics of cement based mortar. Construction and Building Materials, 169, 794–799. https://doi.org/10.1016/j.conbuildmat.2018.03.029
Díaz, I. M. R., Cataluña, F. J. R., & Castro, E. C. D. de. (2020). Gestión de precios. https://books.google.com.co/books?id=YckHEAAAQBAJ
Díaz, J., & Díaz, R. (2018). Los Métodos de Resolución de Problemas y el Desarrollo del Pensamiento Matemático. Bolema: Boletim de Educação Matemática, 32(60), 57–74. http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0103-636X2018000100057&lng=es&tlng=es
Durante, K. M., & Griskevicius, V. (2016). Evolution and consumer behavior. Current Opinion in Psychology, 10, 27–32. https://doi.org/10.1016/j.copsyc.2015.10.025
Fernández, M. V. (1979). Resistencia de materiales. https://books.google.com.co/books?id=7OodYAAACAAJ
Frank, B. (2021). Artificial intelligence-enabled environmental sustainability of products: Marketing benefits and their variation by consumer, location, and product types. Journal of Cleaner Production, 285, 125242. https://doi.org/10.1016/j.jclepro.2020.125242
Gabor, A. (1973). Price and consumer behaviour—A review. Omega, 1(3), 279–296. https://doi.org/https://doi.org/10.1016/0305-0483(73)90105-9
Gobierno de España (2011). Intrucción de Hormigón Estructural EHE-08.
Han, R., Wang, Y., Dabbous, M., Liang, S., Qiu, T., y Toumi, M. (2020). Chinese Clinical Studies for Pharmacological Treatments of Coronavirus Disease 2019 (COVID-19). Preprints 2020, https://doi.org/10.20944/preprints202004.0279.v1
Henderson, G. R., & Rank-Christman, T. (2016). Diversity and consumer behavior. Current Opinion in Psychology, 10, 148–153. https://doi.org/10.1016/j.copsyc.2016.01.006
Invierta en Colombia. (2021). Industria de materiales de construcción. Investincolombia. https://investincolombia.com.co/es/sectores/manufacturas/materiales-de-construccion
Iucolano, F., Boccarusso, L., & Langella, A. (2019). Hemp as eco-friendly substitute of glass fibres for gypsum reinforcement : Impact and flexural behaviour. Composites Part B, 175(June), 107073. https://doi.org/10.1016/j.compositesb.2019.107073
Jamali, M.-B., & Rasti-Barzoki, M. (2018). A game theoretic approach for green and non-green product pricing in chain-to-chain competitive sustainable and regular dual-channel supply chains. Journal of Cleaner Production, 170, 1029–1043. https://doi.org/10.1016/j.jclepro.2017.09.181
Janipha, N. A. I., Ahmad, N., & Ismail, F. (2015). Clients’ Involvement in Purchasing Process for Quality Construction Environment. Procedia - Social and Behavioral Sciences, 168, 30–40. https://doi.org/10.1016/j.sbspro.2014.10.207
Jaramillo-Benavides, A. S., Patricio-Karnopp, Z. M., & Ilha-Librelotto, L. (2019). Durabilidad de los materiales naturales de construcción: percepciones de proyectistas, constructores y usuarios en Florianópolis, Brasil. Revista de Arquitectura, 21(2), 89–100. https://doi.org/1.14718
Karmarkar, U. R., & Yoon, C. (2016). Consumer neuroscience: advances in understanding consumer psychology. Current Opinion in Psychology, 10, 160–165. https://doi.org/10.1016/j.copsyc.2016.01.010
Karray, S., Martín-Herrán, G., & Zaccour, G. (2020). Pricing of demand-related products: Can ignoring cross-category effect be a smart choice? International Journal of Production Economics, 223, 107512. https://doi.org/10.1016/j.ijpe.2019.09.033
Kotler, P. (2003). Direccion de Marketing: Conceptos Esenciales. https://books.google.com.co/books?id=XPWmfMEh2kkC
Kotler, Philip, & Keller, K. L. (2016). Marketing Management Global Edition. (15 ed.). Pearson. https://doi.org/10.1080/08911760903022556
Li, D., Nagurney, A., & Yu, M. (2018). Consumer learning of product quality with time delay: Insights from spatial price equilibrium models with differentiated products. Omega, 81, 150–168. https://doi.org/10.1016/j.omega.2017.10.007
Liu, Y., Li, J., Ren, W., & Forrest, J. Y.-L. (2020). Differentiated products pricing with consumer network acceptance in a dual-channel supply chain. Electronic Commerce Research and Applications, 39, 100915. https://doi.org/10.1016/j.elerap.2019.100915
López, C. P. (2004). Técnicas de Análisis Multivariante de Datos Aplicaciones Spss. Pearson Educación, S.A.
Lubowiecki-Vikuk, A., Dąbrowska, A., & Machnik, A. (2021). Responsible consumer and lifestyle: Sustainability insights. Sustainable Production and Consumption, 25, 91–101. https://doi.org/10.1016/j.spc.2020.08.007
Mandel, N., Rucker, D. D., Levav, J., & Galinsky, A. D. (2017). The Compensatory Consumer Behavior Model: How self-discrepancies drive consumer behavior. Journal of Consumer Psychology, 27(1), 133–146. https://doi.org/10.1016/j.jcps.2016.05.003
Milfont, T. L., & Markowitz, E. (2016). Sustainable consumer behavior: a multilevel perspective. Current Opinion in Psychology, 10, 112–117. https://doi.org/10.1016/j.copsyc.2015.12.016
Mobrezi, H., & Khoshtinat, B. (2016). Investigating the Factors Affecting Female Consumers’ Willingness toward Green Purchase Based on the Model of Planned Behavior. Procedia Economics and Finance, 36, 441–447. https://doi.org/10.1016/S2212-5671(16)30062-4
Monga, A. (Sonia) B., & Williams, J. D. (2016). Cross-cultural styles of thinking and their influence on consumer behavior. Current Opinion in Psychology, 10, 65–69. https://doi.org/10.1016/j.copsyc.2015.12.003
Notani, A. S. (1997). Perceptions of affordability: Their role in predicting purchase intent and purchase. Journal of Economic Psychology, 18(5), 525–546. https://doi.org/10.1016/S0167-4870(97)00022-6
Noyan, F., & Şimşek, G. G. (2014). The Antecedents of Customer Loyalty. Procedia - Social and Behavioral Sciences, 109, 1220–1224. https://doi.org/10.1016/j.sbspro.2013.12.615
Pérez, D., & Ubago, I. P. M. de. (2006). El Precio. Tipos y Estrategias de fijación. In MARKETING. El Precio. Tipos y Estrategias de Fijación (p. 53). EOI Escuela de Negocios.
Programming, C., August, N. R., & December, R. (1983). (1983), 3, 205-216.
Ramadan, R., Saad, G., Awwad, E., Khatib, H., & Mabsout, M. (2017). Short-Term Durability of Hemp Fibers. Procedia Engineering, 200, 120–127. https://doi.org/10.1016/j.proeng.2017.07.018
Republica de Colombia. (2017). Decreto 613 de 2017. https://www.minsalud.gov.co/Normatividad_Nuevo/Decreto 613 de 2017.pdf
Rucker, D. D., & Galinsky, A. D. (2016). The Agentic-Communal Model of Power: implications for consumer behavior. Current Opinion in Psychology, 10, 1–5. https://doi.org/10.1016/j.copsyc.2015.10.010
Rucker, D. D., Galinsky, A. D., & Dubois, D. (2012). Power and consumer behavior: How power shapes who and what consumers value. Journal of Consumer Psychology, 22(3), 352–368. https://doi.org/10.1016/j.jcps.2011.06.001
Schiffman, L. G., Kanuk, L. L., & Flores, V. F. (2005). Comportamiento del consumidor. https://books.google.com.co/books?id=Wqj9hlxqW-IC
Servicio Nacional De Aprendizaje, & Cámara Colombiana de la Construcción. (2016). Proyecto de investigación del sector de la construcción de edificaciones en Colombia. https://camacol.co/sites/default/files/documentos/ProyectoInvestigativodelSector de la Construccion.pdf
Shavitt, S., & Cho, H. (2016). Culture and consumer behavior: the role of horizontal and vertical cultural factors. Current Opinion in Psychology, 8, 149–154. https://doi.org/10.1016/j.copsyc.2015.11.007
Steils, N., Crié, D., & Decrop, A. (2019). Online consumer learning as a tool for improving product appropriation. Journal of Retailing and Consumer Services, 46, 51–57. https://doi.org/10.1016/j.jretconser.2018.04.007
Talaya, Á. E. (2008). Principios de marketing. https://books.google.com.co/books?id=86V4nK6j0vIC
Townsend, T. (2020). 1B - World natural fibre production and employment. In R. M. Kozłowski & M. B. T.-H. of N. F. (Second E. Mackiewicz-Talarczyk (Eds.), Woodhead Publishing Series in Textiles (pp. 15–36). https://doi.org/10.1016/B978-0-12-818398-4.00002-5
Uetsuji, K., Yanagimoto, H., & Yoshioka, M. (2015). User Intent Estimation from Access logs with Topic Model. Procedia Computer Science, 60, 141–149. https://doi.org/10.1016/j.procs.2015.08.113
Viscusi, G., & Gorrasi, G. (2021). A novel approach to design sustainable fiber reinforced materials from renewable sources: mathematical modeling for the evaluation of the effect of fiber content on biocomposite properties. Journal of Materials Research and Technology. https://doi.org/10.1016/j.jmrt.2021.03.017
White, T. P. (1992). Resistencia de materiales. https://books.google.com.co/books?id=CnYSoc1VsdkC
Wu, C.-H., & Lai, J.-Y. (2019). Dynamic pricing and competitive time-to-market strategy of new product launch under a multistage duopoly. European Journal of Operational Research, 277(1), 138–152. https://doi.org/10.1016/j.ejor.2019.02.012
Yin, B. C. L., Laing, R., Leon, M., & Mabon, L. (2018). An evaluation of sustainable construction perceptions and practices in Singapore. Sustainable Cities and Society, 39, 613–620. https://doi.org/10.1016/j.scs.2018.03.024
Zhang, A., Prang, K.-H., Devlin, N., Scott, A., & Kelaher, M. (2020). The impact of price transparency on consumers and providers: A scoping review. Health Policy, 124(8), 819–825. https://doi.org/10.1016/j.healthpol.2020.06.001
Zhou, J., Zhao, X., Xue, L., & Gargeya, V. (2012). Double moral hazard in a supply chain with consumer learning. Decision Support Systems, 54(1), 482–495. https://doi.org/10.1016/j.dss.2012.06.011
Publicado
2021-08-08
Cómo citar
Sánchez- Hernández, Y. J., Martinez-Montaña, M., & Gutiérrez-Junco, O. (2021). Estrategia competitiva en el sector Construcción: Uso de fibras de Cáñamo. Revista Venezolana De Gerencia, 26(5), 578-595. https://doi.org/10.52080/rvgluz.26.e5.37
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