Diseño de un aplicativo basado en un modelo de fidelización de clientes para la promoción de los productos nacionales
Colombia is a country with a deficit trade balance which indicates that there is a higher level of imports than exports, this translates into a dependent economy. Additionally, there is a general view of the Colombian consumer who affirms that the quality of imported products is greater than that of...
| Autor Principal: | Duque Correa, John Sebastian |
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| Otros Autores: | Lara Cabrera, María Fernanda |
| Formato: | Trabajo de grado |
| Publicado: |
Pontificia Universidad Javeriana
2018
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| Materias: | |
| Acceso en línea: |
http://hdl.handle.net/10554/36521 |
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| Sumario: |
Colombia is a country with a deficit trade balance which indicates that there is a higher level of imports than exports, this translates into a dependent economy. Additionally, there is a general view of the Colombian consumer who affirms that the quality of imported products is greater than that of their own, which negatively impacts domestic producers. To transform this panorama, it is necessary to promote the consumption of the national product, through alternatives such as consumer awareness, advertising campaigns, loyalty programs, among others. For the purposes of this paper, it was decided to work on the alternative of loyalty programs in order to make an innovative proposal that encourages consumption of the internal product through the use of rewards, also seeking an increase in the repurchase. |
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