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Otto Regalado Pezúa
Carlos Alberto Guerrero Medina
Jessica Alzamora
Jaime Briceño
Durante la última década el consumo de productos de cuidado personal masculinos y servicios ha incrementado considerablemente en una escala global. En el caso del mercado peruano, este fenómeno continúa incipiente a pesar de que el panorama económico favorable haya incrementado el consumo en diferentes categorías. Esta investigación identifica el imparto de factores no económicos en la decisión del consumo de productos de cuidado personal y servicios masculinos. Para esto, los autores han aplicado la teoría del comportamiento planeado de Ajzen en una encuesta aplicada a hombres de 18 a 60 años de edad. Los resultados muestran que los consumidores masculinos limitaban su intención de consumo de productos de cuidado personal dada la percepción de su entorno (norma subjetiva), a pesar de esto el consumidor masculino tiene una actitud positiva con respecto al uso de estos productos. Estos factores reflejan la existencia de tabús profundamente marcados en la cultura peruana, basados en la visión tradicional del hombre. Los resultados buscan contribuir al desarrollo de estrategias de marketing que reduzcan el imparto de normas subjetivas en la decisión de consumo de este tipo de productos y servicios.

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Regalado Pezúa, O., Guerrero Medina, C. A., Alzamora, J., & Briceño, J. (2016). Influencia de factores no económicos en el uso de productos de cuidado personal: el caso del consumidor masculino peruano. Revista Universidad Y Empresa, 18(31), 121-138. https://doi.org/10.12804/rev.univ.empresa.31.2016.06

Otto Regalado Pezúa, ESAN

PhD en Ciencias Administrativas de Université de Nice Sophia Antipolis, Niza. Master en Marketing Cuantitativo de la Université Pierre Mendes France, Grenoble. MBA de ESAN. Licenciado en Ciencias Administrativas de la Universidad de Lima. Jefe del área académica de mercadeo de ESAN. Experiencia profesional local e internacional en empresas de servicios. Ha sido Gerente de Marketing e Imagen en PROMPERU. Profesor visitante en el Tecnológico de Monterrey, México.

Carlos Alberto Guerrero Medina, ESAN

MBA en ESAN

Jessica Alzamora, ESAN

MBA en ESAN

Jaime Briceño, Universidad San Ignacio de Loyola

MBA en ESAN

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