El papel del envase en la experiencia del consumidor: un análisis segmentado por género, edad, escolaridad e ingresos
DOI:
https://doi.org/10.21680/2675-8512.2025v8n1ID40696Palabras clave:
Envases de maquillaje, Decisión de compra, Preferencias del consumidor, Segmentación demográficaResumen
Este estudio investiga cuáles atributos de los envases de maquillaje influyen en la decisión de compra de los consumidores, considerando género, edad, nivel educativo e ingresos. Se utilizó un enfoque cuantitativo descriptivo, mediante la aplicación de un cuestionario estructurado en línea a 104 consumidores y un análisis segmentado por perfil demográfico. Los resultados indican que la claridad de la información en los envases es el factor más valorado en todos los grupos, aunque se observan diferencias: los hombres destacan el diseño visual, mientras que las mujeres priorizan la información detallada. El estudio contribuye al evidenciar que las preferencias por los envases están influenciadas por características demográficas, sugiriendo estrategias de marketing segmentadas para la industria cosmética, con el fin de mejorar la experiencia de compra y fortalecer la fidelización de los consumidores.
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