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Rojas, E., (2018). Nuevos insights del cliente transportista de vehículos compactos en Trujillo, en el periodo 2017 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/13605
Rojas, E., Nuevos insights del cliente transportista de vehículos compactos en Trujillo, en el periodo 2017 [Tesis]. PE: Universidad Privada del Norte; 2018. https://hdl.handle.net/11537/13605
@misc{renati/509044,
title = "Nuevos insights del cliente transportista de vehículos compactos en Trujillo, en el periodo 2017",
author = "Rojas Taira, Ernesto E.",
publisher = "Universidad Privada del Norte",
year = "2018"
}
Title: Nuevos insights del cliente transportista de vehículos compactos en Trujillo, en el periodo 2017
Authors(s): Rojas Taira, Ernesto E.
Advisor(s): Pretel Justiniano, Rocío
Keywords: Servicio al cliente; Comportamiento del consumidor; Transportes; Estrategias de marketing; Marketing de servicios
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 25-Jun-2018
Institution: Universidad Privada del Norte
Abstract: El presente trabajo de investigación se realizó para conocer cuáles son los nuevos insights del
cliente transportista de vehículos compactos en la ciudad de Trujillo.
Nuestros fundamentos teóricos nos indicaban que el consumidor ha cambiado, debido a la alta
exposición de marcas en el mercado que pueden satisfacer sus necesidades, por lo tanto
carece de generar vínculos emocionales y es imprescindible actualmente, el conocer el pensar,
sentir y actuar de los consumidores para poder generar estrategias de comunicación, de
branding e innovación. Si bien es cierto, el término insight es utilizado por profesionales del
marketing, aún existe cierta confusión en cómo lograr la elaboración de uno. Por lo tanto,
mencionamos que metodologías y herramientas se han empleado para lograr los insights
obtenidos.
Los resultados obtenidos en la investigación han sido producto de utilizar la metodología del
Insight Activation, junto con la Pirámide de Insight, lo que nos da una visión emocional de la
forma de pensar del público objetivo. Debemos reafirmar que un insight, no es repetir una frase
dicha varias veces por el consumidor, sino, es un proceso de análisis de datos, información,
hallazgos, para generar un insight que posteriormente, pueda gatillar una estrategia de
comunicación o de marca.
This thesis report was conducted to learn about the new insights for shipping costumer of compact vehicles in Trujillo Our theoretical foundation explains that consumer behavior has changed because they are exposed to many brands in the market, which fight against each other to satisfy their needs. Therefore, they fall short of emotional connection and is essential at this time to know how our costumers think, feel and act so we can create branding, communication and innovation strategies. Although, it’s correct to say that the Insight term is now used for marketing professionals, a confusion about how you can craft one still exists. This is the reason why we mention the work methodology and instruments we have followed to craft the insights we share for our results. The goals achieved in the present investigation are the result of using the insight activation methodology plus the insight pyramid; which gives us an emotional sight about our target’s thinking. We must confirm that an insight is not about repeating a sentence or phrase that our clients says, rather it is an analytical process of the data, information, and findings to craft which can subsequently breed a communication strategy or a brand strategy.
This thesis report was conducted to learn about the new insights for shipping costumer of compact vehicles in Trujillo Our theoretical foundation explains that consumer behavior has changed because they are exposed to many brands in the market, which fight against each other to satisfy their needs. Therefore, they fall short of emotional connection and is essential at this time to know how our costumers think, feel and act so we can create branding, communication and innovation strategies. Although, it’s correct to say that the Insight term is now used for marketing professionals, a confusion about how you can craft one still exists. This is the reason why we mention the work methodology and instruments we have followed to craft the insights we share for our results. The goals achieved in the present investigation are the result of using the insight activation methodology plus the insight pyramid; which gives us an emotional sight about our target’s thinking. We must confirm that an insight is not about repeating a sentence or phrase that our clients says, rather it is an analytical process of the data, information, and findings to craft which can subsequently breed a communication strategy or a brand strategy.
Link to repository: https://hdl.handle.net/11537/13605
Discipline: Administración y Marketing
Grade or title grantor: Universidad Privada del Norte. Facultad de Negocios
Grade or title: Licenciado en Administración y Marketing
Register date: 25-Jul-2018
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