Marta Estrada

Attitudes toward Advertisements of the Older Adults

In this study we will analyze the attitude of older adults to advertisements, differentiating between advertisements that contain rhetorical figures (trope ads) and those that do not (explicit ads). We will also study their attitude toward the brand advertised according to their degree of involvement with the product. In the course of the empirical research, a total of 183 personal surveys were carried out with people aged over 65 taking as reference 2 products with different prices and durabilities. Analysis of the results indicated that in products involving little economic effort, older adults showed the same attitude toward both trope and explicit advertisements. However, with products requiring greater economic effort, older adults showed differences in their attitudes to trope ads and to explicit ads depending on their degree of involvement with the product. These differences had a strong effect on their attitudes to the brands of the products analyzed.

El Aprendizaje Cooperativo y las Habilidades Socio-Emocionales: Una Experiencia Docente en la Asignatura Técnicas de Ventas

This work describes a teaching experience carried out with 121 students of the Sales Techniques course of the Bachelors Degree in Business Administration (U...

ESTUDIO DEL PROCESO DE FIDELIZACIÓN DEL CONSUMIDOR FINAL

For any business is important to maintain a loyal customer base to help they to survive over time. This situation is accentuated even to the extent that increases competition and increases uncertainty. At present these are two features that are really developed. Because of the deep crisis in which we are, and other elements such as globalization and the development of new technologies and communication systems, we are faced with a scenario of intense competition and uncertainty manifest. It is therefore more necessary than ever to know in depth how to get customers to be faithful, and develop true loyalty strategies.In this paper, we present the sequential approach to the formation of consumer loyalty in order to deepen understanding of the concept. It is supplemented by studying the combined effect of switching costs as an element that promotes the continuity of the relationship. The results shows that the consumer takes a more cognitive process information in their initial assessments of the service and therefore in the early stages of loyalty. As advances in consumer behavior process becomes more direct and mechanic, so we can say that the customer-company bond is stronger.