%0 Journal Article 
%T La compra de pintura por parte del maestro de obra: elementos cognitivos, afectivos, conductuales y de entorno
%D 2011
%U http://hdl.handle.net/10906/67385
%X Despite its strong positioning, the brand Pintuco has lost market share in Colombia during
recent years. This work offers elements to improve this situation through the strengthening of the painters’ loyalty to Pintuco, given their role as influence factor throughout the entire process of
paint purchase. The painters are a major influence in this process, and usually recommend and
purchase materials themselves. The aim of this study is to identify factors that influence the
purchasing behavior of this consumer group through the study of his motivations and relationship
with paint at a cognitive, affective, behavioral and environmental level, using techniques such as
Zaltman metaphor elicitation technique, the means-end chain technique and ethnographic
observation. It was found that the painter sees himself as an artist and an expert relying on
materials like paint for high quality work; it was also found that he wants to share his knowledge
with their colleagues and assistants. The core values associated with painting and paint work
were identified, such as the recognition by customers, credibility, and stability generated to the
painter’s family through the pursuit of more customers. It was also found that, despite not being
mentioned as a factor during the interviews, there is a high interest in the price at the point of
sale. Three strategies are proposed to build loyalty to the group of painters leveraged on their
expertise and desire for recognition, family stability and credibility: the Pintuco Painter’s School,
the Recommended Pintuco Painter, and the Pintuco Certified Point of Sales.
%K FACULTAD DE CIENCIAS ADMINISTRATIVAS Y ECONÓMICAS
%K PRODUCCIÓN INTELECTUAL REGISTRADA - UNIVERSIDAD ICESI
%K MAESTRÍA EN ADMINISTRACIÓN-TESIS
%K POSICIONAMIENTO DE MARCA
%K RELACIONES CON EL CLIENTE - ADMINISTRACIÓN
%K COMPORTAMIENTO DEL CONSUMIDOR
%K MARCAS DE PRODUCTOS
%K LEALTAD A LA MARCA
%K ETHNOGRAPHY
%K CONSUMER BEHAVIOR
%K ZMET TECHNIQUE
%K MEANS-END CHAIN
%~ GOEDOC, SUB GOETTINGEN