Publicidad y Mercadeo
URI permanente para esta colección
Examinar
Examinando Publicidad y Mercadeo por Materia "Actualidad del consumo"
Mostrando 1 - 1 de 1
Resultados por página
Opciones de ordenación
- ÍtemPercepción de la población Millenial en Bogotá frente a marcas de cuidado personal bajo la etiqueta Cruelty Free(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Soler Guerrero, Diana Alejandra;; Soler Guerrero, Diana AlejandraThe Millennials brought with them a generational change in many aspects, one of them was the responsible, sustainable and pro-environmental consumption because this generation cares for their welfare creating also a respectful behavior towards the environment. Based on this trend, research was carried out in order to determine the perception of this population in the city of Bogotá of personal care and cosmetic products that are not free of animal cruelty (Cruelty Free) and that are present in their daily routine. For this purpose, a descriptive study methodology was used with a qualitative and experimental focus, as a tool the focus group was used, which thanks to its characteristics allowed obtaining a wide variety of information about opinions, ideas, motivations and perceptions, in this way we were able to determine that there is a dichotomy between the way of consumption of this generation and its position against animal abuse that is mainly given by ignorance of the way of making products and the alternatives that exist in the market, brands that have the guarantee of being free of cruelty do not communicate this characteristic in their advertising efforts because they do not see it as an added value or even a differential