Creacion de perspectivas fiables para el desarrollo de la comunicacion

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Author(s): Pablo Gonzalez Vicente, Pablo Sanchez Khon, Gaston Suarez Crothers, Maite Descouvieres Vargas
Collection: Latin American Conference 2005
Keywords: Statistic Analysis, Projective Techniques
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Este articulo trata la cuestion de si es posible saber lo que los consumidores realmente piensan y propone una metodologia para enender las razones inconscientes que operan en la eleccion de productos y marcas en la industria financiera.

Los resultados obtenidos son accionables, dado que permiten ligar beneficios psicologicos inconscientes  con atributos funcionales palpables y atributos de imagen de marca medibles. Debido a esto ultimo, es posible definir una estrategia solida de comunicacion y posicionamiento, enraigada en motivaciones profundas del consumidor.



Date of publication: 23.10.2005
ISBN: 92 8311 3853
Order Code: S304-10ESP
Number of pages: 12

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