Incidencia de los precios en la decisión de compra de productos de consumo masivo y elaboración de un aplicativo móvil para comunicación de promociones.

Abstract

Price is one of the key factors in the decision making process of a purchase. In mass market goods, pricing decisions can be made based on supply and demand volumes. Nevertheless, other factors such as psychological, personal and cultural are less evident; yet as important. Given that price is at the root of the relationship between companies and consumers; the main objective of this work has been analyzing the incidence of price in the decision making process of purchases of mass market goods in regards to the development of a mobile software application (i.e. mobile app) for communicating promotions of mass market goods. Different methods were used for analyzing this relationship. The final questionnaire was construed by Lautiainien scale (2015), Oquendo (2016) and Plaza (2014). The questionnaire was used on a population of 384 subjects via online. Results revealed that price is one of most significant factors in the decision making process of a purchase in the majority of respondents. Furthermore, even when promotions may influence their decisions, respondents are not always aware of such incentives, and social media becomes the main channel of information of promotions, for such goods. As such, the development of a mobile software application that communicates such promotions becomes a viable project, given the close proximity of consumers to digital media and the purchase decision based on price for such goods. Moreover, this application may result in a new tool of competitive advantage for supermarket chains.