Bibliographic citations
Cornejo, C., (2021). Patrones de identificación y rechazo de la publicidad de Saga Falabella en los niveles socioeconómicos B y C de Lima Metropolitana [Universidad de Lima]. https://hdl.handle.net/20.500.12724/14060
Cornejo, C., Patrones de identificación y rechazo de la publicidad de Saga Falabella en los niveles socioeconómicos B y C de Lima Metropolitana []. PE: Universidad de Lima; 2021. https://hdl.handle.net/20.500.12724/14060
@misc{renati/1442157,
title = "Patrones de identificación y rechazo de la publicidad de Saga Falabella en los niveles socioeconómicos B y C de Lima Metropolitana",
author = "Cornejo Mendoza, Claudia Gretel",
publisher = "Universidad de Lima",
year = "2021"
}
The general objective of this study was to identify the perception of consumers belonging to socioeconomic levels B and C of Lima Metropolitana about the Saga Falabella’s advertising campaigns. The first specific objective is to determine the elements related to physical appearance and beauty stereotypes that generate proximity or distance in consumers from socioeconomic levels B and C with Saga Falabella. The second specific objective is to understand what elements might affect consumers at levels B and C in Metropolitan Lima in their purchase decision at Saga Falabella. The methodology that was carried out for this study was descriptive and presented a mixed-methods. To carry out this study, online and offline advertising were analyzed. In addition, a representative group was surveyed using non-probabilistic sampling and, to complement, in-depth interviews were conducted with the target group. Following the execution of the investigation, it was determined that Peruvian consumers of Levels B and C perceived Saga Falabella’s advertising as elitist, basic and unrepresentative, because it uses stereotypes that generate a certain distance and little identification within the Peruvian context. However, this advertising is highly remembered due to the joint work online and offline and within the process of purchasing decision is not a determining factor as are the price, the quality of the product and the personal taste.
This item is licensed under a Creative Commons License