Estrategias de descuento en el precio y de bonus pack en la intención de compra

Abstract

Las promociones de marketing son prácticas ampliamente recurridas en el mercado. No obstante, existe una disyuntiva en los hallazgos sobre la efectividad de la estrategia de descuento y de la de bonus pack. Por lo anterior, el objetivo de esta investigación es analizar de manera comparativa el efecto de ambas estrategias en la intención de compra. Para ello se empleó un diseño experimental con 69 personas utilizando como producto una barra de chocolate, aplicando un análisis de la varianza (ANOVA) de un factor. Los resultados señalan que el descuento de precio tiene un efecto mayor en la intención de compra. Estos resultados contribuyen a comprender en mayor medida el comportamiento del consumidor. Asimismo, se destaca que es importante elegir la promoción adecuada para promover el consumo en el corto plazo de productos semejantes al empleado en este estudio.

Author Biographies

Jessica Müller Pérez

Máster en administración de empresas por la Universidad Autónoma de Nuevo León. México. Doctorante del programa en Ciencias Administrativas de la Universidad Autónoma de Tamaulipas (UAT) y Profesora de horario libre de la Facultad de Comercio y Administración Victoria (UAT), México. Email: jsmuller@docentes.uat.edu.mx. ORCID: https://orcid.org/0000-0002-3212-9357

José Ignacio Azuela Flores

Doctor por la Universidad de Oviedo (España), programa: Integración Económica, Competitividad y Entorno Institucional de la Empresa. Universidad Autónoma de Tamaulipas (UAT), México. Profesor Investigador en la Facultad de Comercio y Administración de Tampico de Empresas (UAT). iazuelaf@docentes.uat.edu.mx. ORCID: http://orcid.org/0000-0001-8084-9669

Karla Paola Jiménez Almaguer

Doctora por la Universidad de Oviedo (España), programa: Integración Económica, Competitividad y Entorno Institucional de la Empresa. Universidad Autónoma de Tamaulipas (UAT). Profesora Investigadora en la Facultad de Comercio y Administración de Tampico de Empresas (UAT). kjimenez@docentes.uat.edu.mx; jimenez.karlap@gmail.com. ORCID: https://orcid.org/0000-0003-2464-3759

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Published
2021-07-16
How to Cite
Müller Pérez , J., Azuela Flores, J. I., & Jiménez Almaguer , K. P. (2021). Estrategias de descuento en el precio y de bonus pack en la intención de compra. Revista Venezolana De Gerencia, 26(95), 868-881. https://doi.org/10.52080/rvgluz.27.95.26
Section
TRIMESTRE