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UNIVERSIDAD DE GUADALAJARA COORDINACIÓN GENERAL ACADÉMICA Coordinación De Bibliotecas Biblioteca Digital UNIVERSIDAD DE GUADALAJARA COORDINACIÓN GENERAL ACADÉMICA Coordinación de Bibliotecas Biblioteca Digital La presente tesis es publicada a texto completo en virtud de que el autor ha dado su autorización por escrito para la incorporación del documento a la Biblioteca Digital y al Repositorio Institucional de la Universidad de Guadalajara, esto sin sufrir menoscabo sobre sus derechos como autor de la obra y los usos que posteriormente quiera darle a la misma. Av. Hidalgo 935, Colonia Centro, C.P. 44100, Guadalajara, Jalisco, México [email protected] - Tel. 31 34 22 77 ext. 11959 UNIVERSIDAD DE GUADALAJARA CENTRO UNIVERSITARIO DE CIENCIAS ECONÓMICO ADMINISTRATIVAS MAESTRÍA EN DIRECCIÓN DE MERCADOTECNIA Comportamiento de las comunidades fandoms latinoamericanas en el estado de California. Caso Whovians. Un estudio exploratorio descriptivo. Trabajo recepcional para obtener el Grado de Maestría en Dirección de Mercadotecnia Que presenta: Laura Adriana Martínez Venegas Director: Dr. Juan Antonio Vargas Barraza 03 Mayo 2016 Índice Introducción 5 I Planteamiento del problema 5 II Justificación 5 III Objetivo de investigación 7 IV Preguntas de investigación. 7 VI Hipótesis 8 Capítulo 1 Fidelidad de marca 1. introducción 9 1.1Conceptos de fidelidad de marca 1.2 Enfoques de lealtad de marca 12 1.2.1 Enfoque estocástico comportamental 12 1.2.2 Enfoque actitudinal 12 1.2.3 Enfoque mixto 12 1.3 Fases de la lealtad de marca 13 1.4 Niveles de fidelidad de marca 14 Capitulo 2 Comportamiento del consumidor 2. Introducción al comportamiento del consumidor 17 2.1 Conceptos de comportamiento del consumidor 17 2.2 Modelos de conducta del consumidor y factores que influyen en su 19 comportamiento 2.3 Tipos de consumidores 22 2.4 Nuevos consumidores y tribus de consumo 27 2.5 Fans y fandoms 30 Capítulo 3 El Who-niverse 3.1 Introducción al who – niverse 34 3.2 La historia desde el día cero 36 3.3 Target 38 3.4 Doctor Who: la marca 39 3.5 Los ratings 41 2 3.5.1 Ratings temporada 6 41 3.5.2 Ratings temporada 7 42 3.5.3 Ratings temporada 8 43 3.5.4 Ratings temporada 9 45 3.6 Los Whovians: El fenómeno de los fans de Doctor Who. 46 3.6.1 Whovians en redes sociales 47 3.6.2 Convenciones whovians 47 3.6.2.1 Gallyfrey one 48 3.6.2.2 Gallyday 48 3.6.2.3 Chicago Tardis 48 3.6.2.4 Time gate 49 3.6.3 Whovians famosos 49 Capítulo 4 Metodología 4.1 Tipo de investigación 51 4.2 Operacionalidad 52 4.3 Definiciones conceptuales 53 4.4 Modelo 54 4.4.1 Variables 54 Capítulo V Análisis de resultados 5. Introducción 55 5.1Análisis de fiabilidad 56 5.2 Análisis de la hipótesis 1 58 5.3 Análisis de la Hipótesis 2 60 5.4 Análisis de la Hipótesis 3 62 5.5 Análisis de la Hipótesis 4 64 6. Discusión 66 7. Conclusiones 69 8. Recomendaciones 72 9. Limitaciones 73 Anexos 3 A. Cuestionario 74 B. Gráficos 81 Referencias 86 Índice de figuras Figura 1 Trinomio de la fidelidad de marca 13 Figura 2. Proceso del comportamiento del consumidor 19 Figura 3. Caja negra del consumidor 21 Figura 4. Modelo básico de toma de decisiones de consumid 21 Figura 5. Pirámide de Maslow 21 Figura 6. Modelo de condicionamiento de Pavlov 22 Figura 7. Modelo de investigación 54 Índice de tablas Tabla 1. Definiciones de lealtad 11 Tabla 2. Fases de la lealtad de marca 13 Tabla 3. Niveles de lealtad hacia la marca 14 Tabla 4. Indicadores causa y efecto 14 Tabla 5. Reflejo del comportamiento del consumidor 18 Tabla 6. Operacionalidad 52 Tabla 7. Definiciones conceptuales 53 Tabla 8. Alfa de Cronbach del instrumento 57 Tabla 9. Prueba de KMO y Bartlett 67 Tabla 10. ANOVA de la hipótesis 1 58 Tabla 11. ANOVA de hipótesis 2 61 Tabla 12. ANOVA hipótesis 3 62 Tabla 13. ANOVA hipótesis 4 65 Índice de gráficos Gráficos variable recompra 81 Gráficos variable lazo emocional 82 Gráficos variable satisfacción 84 4 INTRODUCCIÓN I PLANTEAMIENTO DEL PROBLEMA El mercado de coleccionables, reportó ventas anuales por casi 10 mil millones de dólares, solo por vía Internet (statisticbrain.com, 2015). Este mercado incluye a los coleccionistas de juguetes, siendo los más famosos las figuras de la Guerra de las Galaxias, que cuentan con seguidores fieles a la serie de películas entre sus compradores. Los Whovians son aquellos fanáticos y coleccionistas de productos de la serie británica, “Doctor Who”, programa que cuenta con el record de mayor longevidad al aire (Doctor Who Guide, 2015) dicho show apareció por primera vez al aire en 1961 y se mantiene vigente hasta hoy en día. El mercado de productos de Doctor Who, con licencia, reportó ventas superiores a los $100 mil euros, solo en productos relacionados con el capítulo de estreno del 50 aniversario de la serie (The Doctor Who News Page BBC, 2014). A pesar de la importancia de este mercado, no existe una identificación del perfil del consumidor whovian, quien normalmente es puesto junto o igual, al resto de los consumidores de coleccionistas de figuras, estampas, entre otras. Incluso, se les trata bajo los parámetros que se utilizarían para los aficionados de las películas de Hollywood (Jenkins, 2004). La identificación del perfil de consumidor, whovian, representa una oportunidad para incrementar las ventas en este segmento y aumentar la participación de mercado dentro del coleccionismo de juguetes. 5 Para muchas agencias de investigación de mercados, se considera que el fan de una serie, es igual al de otra sin distinción, sin embargo, cada fandom cuenta con características y necesidades diferentes, por lo cual es de suma importancia conocerles para lograr generar estrategias de mercadotecnia adecuadas a sus motivaciones, necesidades y bolsillos. Es importante mencionar, que la palabra fandom es un vocablo de origen inglés, el cual está formado par las contracciones de las palabras fanatic kingdom (Reino Fan) las cuales, se refieren al conjunto de aficionados a algún pasatiempo, persona o fenómeno en especifico (merriam-webster.com, 2015). II JUSTIFICACIÓN Con la presente investigación, se pretendió descubrir cuales eran las causas principales que ocasionaban que los whovians residentes en el estado de California, de los Estados Unidos, consumieran productos alusivos a la serie televisiva, Doctor Who y conocer cuál era su comportamiento hacia la marca antes mencionada. Es importante especificar, que la investigación se realizó en el Estado de California, Estados Unidos de Norte America, debido a que la aplicación del conocimiento adquirido se realizará en proyectos de mercadotecnia y publicidad provenientes de dicho estado, también se pretende utilizar los resultados como guía para conocer al mercado whovian de México, pues en los últimos meses se ha visto un crecimiento significativo de interés en Doctor Who y se ha notado brotes de clubs whovians en diversos puntos del país, en particular, el Distrito Federal, Guadalajara y Monterrey (Doctor Who aterriza en México, 2014). Los resultados arrojados, tras terminar el proyecto, nos ayudaron a crear una imagen más clara sobre quiénes conforman el nicho de mercado llamado “ The 6 whovians” pues no existía una identificación plena sobre la conducta de estos consumidores, lo cual representa una oportunidad para los especialistas en mercadotecnia y empresas enfocadas en crear estrategias para nichos de mercado. Al conocer e identificar las características del consumidor whovian y aplicar el conocimiento adquirido en esta investigación se logrará incrementar las ventas y crear estrategias adecuadas al perfil del consumidor y presentar dichas estrategias por los medios idóneos, todo con la finalidad, de cubrir las necesidades de la comunidad whovian. III OBJETIVO DE INVESTIGACIÓN Objetivo General Describir los factores que originan que la comunidad de whovians latinos residentes en el estado de California consuman productos de Doctor Who. Objetivos específicos • Identificar y describir las características demográficas de los whovians latinos • Clarificar los patrones de consumo de los whovians latinos. • Determinar por que medio adquieren sus productos . • Descubrir que tipo de productos consumen los whovians latinos y que sentimientos provocan en ellos la adquisición de dicha mercancía. 7 IV PREGUNTAS DE INVESTIGACIÓN. Pregunta rectora ¿Cuáles son los factores que originan, que los whovians latinos residentes en el Estado de California, consuman productos de Doctor Who? Preguntas de investigación secundarias • ¿Cuáles son las características demográficas de los whovians? • ¿Cuáles son los patrones de consumo de los whovians? • ¿Por qué medio adquieren sus productos? V HIPÓTESIS H1.- Las compras personales en medios digitales, constituyen el canal principal utilizado por los whovians hispanos residentes en el estado de California, en los Estados Unidos de América H2.- Adquirir productos oficiales, de la serie del Dr. Who, hace que los compradores se sientan parte de la comunidad whovian. H3.- La satisfacción de los whovians, se encuentra en la compra de mercancía y no en la interacción con otro grupo de whovians. H4.- A mayor cantidad de bienes en la colección, mayor satisfacción y sentimiento de pertenencia al grupo whovian. 8 CAPÍTULO 1 FIDELIDAD DE MARCA 1.INTRODUCCIÓN En el presente capítulo, se pretende explicar qué es la fidelidad de marca también conocida como lealtad de marca o de consumo, cuáles son sus elementos y la manera en que diversos autores han abordado el tema, todo con el fin de generar una idea mas clara sobre los factores que interviene en el comportamiento del consumidor, para ser fiel a una marca o producto determinado. 1.1 CONCEPTOS DE FIDELIDAD DE MARCA En estos tiempos modernos es muy común escuchar hablar de los consumidores fieles, clientes que no cambiarían un producto por nada y sobre todo escuchamos hablar sobre fidelidad de marca, pero, ¿qué es la fidelidad de marca? Para la American Marketing Association (2015) mejor conocida como AMA, por sus siglas en inglés, la lealtad de marca, se refiere a la situación en la cual un consumidor compra el mismo producto o servicio, repetidas veces a lo largo del tiempo, prefiriendo este sobre otras marcas, productos o servicios que oferten lo mismo.
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