Los Insight como elementos de influencia en la toma de decisiones de los consumidores, un estudio del sector bancario de Manizales – Caldas
The purpose of this research is to interpret the influence of insights in the decision-making of clients of entities in the banking sector of Manizales-Caldas. In order to do this, a process will be carried out in which information from insights is collected, processed and analyzed from two differen...
| Autor: | |
|---|---|
| Tipo de recurso: | tesis de maestría |
| Estado: | Versión aceptada para publicación |
| Fecha de publicación: | 2019 |
| País: | Colombia |
| Institución: | Universidad Nacional de Colombia |
| Repositorio: | Repositorio UN |
| Idioma: | español |
| OAI Identifier: | oai:repositorio.unal.edu.co:unal/76122 |
| Acceso en línea: | https://repositorio.unal.edu.co/handle/unal/76122 |
| Access Level: | acceso abierto |
| Palabra clave: | 650 - Gerencia y servicios auxiliares::658 - Gerencia general 330 - Economía::332 - Economía financiera Comportamiento del consumidor Insights Entidades bancarias consumer behavior insights Bank entities |
| Sumario: | The purpose of this research is to interpret the influence of insights in the decision-making of clients of entities in the banking sector of Manizales-Caldas. In order to do this, a process will be carried out in which information from insights is collected, processed and analyzed from two different points of view: clients and banking entities; information that will then be collated in order to reach useful interpretations for future practical implementations of the entities under study. For this purpose, a sampling of the bank clients will be carried out and questionnaires and / or interviews will be implemented, from the presentation of videos, images and / or audios to those insights that are identified in the banking institutions of Manizales, to identify and determine which are generating a greater activation in the consumer. |
|---|