Productos de consumo conjunto y estrategias de promoción en España

  1. Hernández-Zelaya, Sandra Lizzeth 1
  1. 1 Universidad Pontificia de Salamanca
    info

    Universidad Pontificia de Salamanca

    Salamanca, España

    ROR https://ror.org/02jj93564

Revista:
VISUAL REVIEW: International Visual Culture Review / Revista Internacional de Cultura Visual

ISSN: 2695-9631

Año de publicación: 2022

Título del ejemplar: Monograph: "New Communication Trends for the 21st Century"

Volumen: 12

Número: 3

Tipo: Artículo

DOI: 10.37467/REVVISUAL.V9.3741 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: VISUAL REVIEW: International Visual Culture Review / Revista Internacional de Cultura Visual

Resumen

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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