Citas bibligráficas
Alvarez, N., Postigo, D. (2023). Apertura a la experiencia, involucramiento con el producto e imagen de marca con relación a la intención de compra en el sector de cosméticos en venta en retail [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/669546
Alvarez, N., Postigo, D. Apertura a la experiencia, involucramiento con el producto e imagen de marca con relación a la intención de compra en el sector de cosméticos en venta en retail [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/669546
@misc{renati/408527,
title = "Apertura a la experiencia, involucramiento con el producto e imagen de marca con relación a la intención de compra en el sector de cosméticos en venta en retail",
author = "Postigo Carrión, Danna Lucia",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
Over the years, the cosmetics category has been characterized by constant innovation, despite the pandemic, this sector has been able to adapt to the new consumer habits. In addition, the consumer experience and its relationship with cosmetics play a fundamental role in the retail channel where different brands compete to highlight their differential attributes. Therefore, the objective of this research is to study the cosmetics sector in retail sales through openness to experience, product involvement and brand image in relation to purchase intention. The methodology used will be a quantitative approach and a 5-point Likert Scale online survey. A non-probabilistic convenience sampling will be applied to a sample of 400 women between 19 and 39 years old who have purchased at least one Maybelline brand cosmetic in retail in the last 6 months. The results will be analyzed in Smart PLS using Structural Equation Statistical Modeling (SEM).
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