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Ítem Técnicas de investigación cualitativa de mercados aplicadas al consumidor de fruta en fresco(Universidad Icesi, 2017-10-01) Mora, Denys YohanaThis article presents some qualitative techniques used in marketing research that can be applied to thestudy of agricultural goods. The purpose of this article is to show the usefulness of qualitative marke-ting studies for the agricultural sector with emphasis on consumers’ perceptions of fresh fruit. It uses afocus group to illustrate the concepts with a case of fresh guava. It concludes that the results of thesestudies are useful for thinking about marketing strategies and plausible changes in the agricultural pro-ductive processes. Within the limitations, it is noted that the results yield by these techniques cannot beextrapolated and require follow-up studies.Ítem The consumer psychological contract: conceptual foundations and construct definition(International Academy of Business and Economics, 2017-01-01) Arboleda Arango, Ana MaríaA psychological contract is an unwritten characterization of a relationship. This concept has been defined and used to evaluate the relationship between employees and their organization. The purpose of this paper is to define the psychological contract construct in a marketing context understanding the relationship consumers’ hold with an organization. This paper reviews the development of the psychological contract construct: the idea was born within the social exchange theory; it was later defined, operationalized, and applied in the organizational behavior literature. The consumer behavior literature has rarely included the psychological contract construct. Thus, this paper explains the consumer psychological contract considering its dimensions: transactional and relational. Finally, the paper provides insights for its application to the consumer behavior arena.Ítem Quantitative analysis of product categorization in soft drinks using bottle silhouettes(Elsevier Ltd, 2015-01-01) Arboleda Arango, Ana MaríaIn our daily life, we use our senses to acquire information about the objects that surround us. However, the information processing that allows for the recognition and consecutive classification of those objects into categories remains unclear. Our purpose is to analyze the categorization mechanism taking into account: (a) package visual metrics and (b) consumer perceptions of this basic visual information. First of all, we quantitatively analyzed the physical characteristics of 52 bottle silhouettes of seven soft drink categories: sports drinks, water, flavored water, sodas, fruit juices, malt drinks and tea. We found that measures of the shape of the bottles can model the membership to a product category. Our first experiment tested how accurately consumers could recognize product category from real bottle silhouettes. We found that the visual characteristics that differentiate product category silhouettes are lid width and bottle shape (body kurtosis). Our second experiment tested the capacity of consumers to recognize artificially created bottle silhouettes. When basic information, such as the product shape is modified, consumers are not always capable of recognizing its corresponding category. We concluded that the physical attributes of bottles are related to the categorization process of the bottle content made by consumers. These findings may provide guidelines for new bottle designs that capitalize on existing categorization rules based on consumer perception.Ítem New evidence on cognitive and behavioral consumer confusion when choosing me-too snack packages(Allied Academies, 2015-09-01) Alonso Cifuentes, Julio CésarA me-too brand is one that imitates the leading brand in a category, expecting consumers to quickly recognize its attributes. Although this is consistent with a categorization process, the me-too brand should not cause consumer confusion. This study evaluates consumer confusion because of: a) the presence of a leading brand next to a me-too brand, and b) the presence of the brand name on the package. This experimental design includes six categories of snacks (chocolate covered cakes, waffle cookies, chocolate chip cookies, crackers, lollipops, and gummy candy), for each of which we estimate three logit models to determine the probability of occurrence of: a) making an unexpected choice; b) consumer awareness; and c) consumer confusion (a and b simultaneously).