Citas bibligráficas
Huaman, K., (2021). Aplicación del análisis Pathway para incrementar la predisposición de compra de productos de belleza [Universidad Nacional Agraria La Molina]. https://hdl.handle.net/20.500.12996/5050
Huaman, K., Aplicación del análisis Pathway para incrementar la predisposición de compra de productos de belleza []. PE: Universidad Nacional Agraria La Molina; 2021. https://hdl.handle.net/20.500.12996/5050
@misc{sunedu/3952514,
title = "Aplicación del análisis Pathway para incrementar la predisposición de compra de productos de belleza",
author = "Huaman Torres, Karen Lizbeth",
publisher = "Universidad Nacional Agraria La Molina",
year = "2021"
}
One of the main challenges of several companies is to motivate the purchase of the different goods or services they provide. From this arises the importance of understanding what customers value when choosing a product. With this in mind, the objective of this research is to describe the critical path regarding the factors that must be acted upon in order to increase the predisposition to purchase the products of a beauty brand. Its analysis was developed in three phases: the first consisted of an Exploratory Factor Analysis (EFA), in which the factors identified allowed reducing the number of variables considered for the analysis and thus fulfilled the role of latent variables in the model. In the second stage, a Confirmatory Factor Analysis (CFA) was performed to confirm the model obtained in the previous phase, in which it was verified that the relation between the variables and their respective factor was significant. Finally, in phase three, the relation between the variables considered in the model and their effect on the target variable (Purchase predisposition) was identified through Pathway analysis. It is worth mentioning that in order to understand the target variable, the observable variables considered were the significance, differentiation, and presence of a brand, while the latent variables or factors were: the emotional aspect, offer, efficacy, and vanguard, which were measured from the consumer's perception. Thus, the effect of all the variables included in the model on the predisposition to purchase was identified, and it was concluded the effect of greater magnitude corresponds to the emotional factor, which would be essential to encourage the purchase of the products of a beauty brand.
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