Productos de higiene básicos considerados lujo: un estudio en población base de la pirámide económica en Colombia
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.7269Palabras clave:
Población base de la pirámide, productos de higiene, consumo de lujo, efectos personales, efectos interpersonalesResumen
El objetivo de este estudio fue explorar la influencia de los efectos personales (hedónico, perfeccionismo), interpersonales (snob, bandwagon, Veblen) y el materialismo en la intención de compra de productos básicos de higiene considerados lujo por parte de personas de la base de la pirámide económica. Se realizó una investigación cuantitativa de corte transversal a través de cuestionario estructurado. Los datos fueron analizados mediante modelamiento de ecuaciones estructurales (SEM), obteniendo índices de ajuste óptimos. Participaron 248 personas entre 18 y 72 años de la base de la pirámide, residentes en Bogotá (Colombia). Los hallazgos sugieren que el consumo de productos de higiene considerados lujo está motivado por la sensación de bienestar, las experiencias placenteras y emociones positivas, así como por la satisfacción que estos generan; y no tiene influencia la percepción de calidad, necesidad de demostración, de diferenciación o de pertenencia a un grupo. Los hallazgos de este estudio son novedosos al aproximar la comprensión de que el consumo de productos de lujo en población base de la pirámide no está anclado sólo al estudio de productos suntuosos no esenciales; además, que su funcionalidad no se limita al consumo de demostración o aspiracional, como tradicionalmente se ha estudiado. Se discuten las implicaciones de los hallazgos para la academia y la industria.
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