Bibliographic citations
Malo, L., (2017). Perfil del consumidor basado en la segmentación del mercado de la empresa constructora Grinsa SAC – Trujillo 2017 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/12108
Malo, L., Perfil del consumidor basado en la segmentación del mercado de la empresa constructora Grinsa SAC – Trujillo 2017 [Tesis]. PE: Universidad Privada del Norte; 2017. https://hdl.handle.net/11537/12108
@misc{renati/402327,
title = "Perfil del consumidor basado en la segmentación del mercado de la empresa constructora Grinsa SAC – Trujillo 2017",
author = "Malo Salazar, Lorena Katia",
publisher = "Universidad Privada del Norte",
year = "2017"
}
ABSTRACT The following study is composed of a qualitative and quantitative research on the preference of purchase of housing of the citizens who live in the city of Trujillo, having defined as year of study 2017. The investigation based on the segmentation of the market of the construction company Grinsa Sac. A segmentation of the market was carried out, using qualitative and quantitative research techniques to obtain the data that allow the development of profiles of each segment studied. The variables of demographic segmentation, psychographic segmentation, behavioral segmentation, lifestyle segmentation, segmentation of the real estate market and the consumer profile based on the analysis of market variables were applied. Finally, conclusions and recommendations were obtained thanks to the information obtained. According to the investigation it was determined that the profile of the purchase of housing are those who first acquire a property, clients between 18 and 35 years old with incomes less than 2,500 nuevos soles are willing to live in departments between 51 and 66 m2. Financing through mortgage loans. The decision of purchase of the client in terms of departments is influenced in its majority by the location and proximity to main avenues, universities and schools, in the majority the preference by departments is inside Trujillo. The district of Moche is one of the most popular districts as an area of urban growth in terms of houses.
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