Citas bibligráficas
Nuñez, F., (2020). Imagen de marca y precio percibido en relación con la intención de compra de marcas propias de moda femenina en el punto de venta en Tiendas por Departamento en jóvenes de 18 a 25 años de edad de NSE B y C+ [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653908
Nuñez, F., Imagen de marca y precio percibido en relación con la intención de compra de marcas propias de moda femenina en el punto de venta en Tiendas por Departamento en jóvenes de 18 a 25 años de edad de NSE B y C+ [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653908
@misc{renati/393037,
title = "Imagen de marca y precio percibido en relación con la intención de compra de marcas propias de moda femenina en el punto de venta en Tiendas por Departamento en jóvenes de 18 a 25 años de edad de NSE B y C+",
author = "Nuñez Gutierrez, Fiorella de los Angeles",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This research work analyzes the relationship between brand image and price with the intention of buying white brands of women's fashion in department stores between young people from 18 to 25 years of age of NSE B and C + of Metropolitan Lima. 250 online surveys to the target were analyzed and the information was processed using the Chi-square statistical technique and the Tau correlation coefficient. The results of the study that have the brand image and the perceived price have a positive relationship with the intention of buying own brands at the point of sale. The price is considered a relevant factor but it is not the only variable taken into account when making the purchase at the point of sale. It is important to say that there is a higher valuation by consumers towards brands that offer good value for money in their garments since, according to the study, consumers are much more than the garments they buy and seek durability and quality in clothing. without having to pay an exaggerated amount for them. The analysis of the brand image was carried out under the dimensions of style representation, garment quality, brand awareness and brand identification. All the specific variables taken together are significant predictors of interest in buying own-brand clothing among consumers ages 18 to 25.
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