Abstract

GIRALDO PEREZ, WILSON  and  OTERO GOMEZ, MARÍA CRISTINA. PRODUCT INNOVATION IMPORTANCE IN ORDER TO GENERATE POSITIONING IN YOUNG PEOPLE. Rev.fac.cienc.econ. [online]. 2017, vol.25, n.2, pp.179-192. ISSN 0121-6805.  https://doi.org/10.18359/rfce.3072.

This research article, funded by Universidad de los Llanos, presents in a hierarchical way the innovation factors that consumers accept as valid to improve the processes of positioning and purchase of products offered in the market. In this case, consumers are young, male and female, ranging in age from 16 to 24 years old, residents of Villavicencio (Colombia) who participated in the quantitative study. Thus, it was hypothesized that there is a positive relationship between the demographic characteristics of the consumer (age and socioeconomic level) and product innovation. The results show that this age group, for the most part, is sensitive to the economic analysis, since many of them depend financially on an adult and that limits their purchasing and consumption possibilities. In order of hierarchical importance, for the respondents, the highest score was obtained by the factors of: use value and perceived quality of the product; the lower rating corresponds to the price of these; finally, there is no evidence of correlation associated with the city's youth demographic elements and factors of innovation.

Keywords : Innovation; Marketing; Economic sociology; Consumer.

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