Dissertation/Thesis Abstract

PercepciĆ³n de los consumidores hacia las estrategias de mercadeo y su relaciĆ³n con el bienestar subjetivo y la calidad de vida
by Lopez Castillo, Alicia M., D.B.A., Universidad del Turabo (Puerto Rico), 2012, 198; 3562847
Abstract (Summary)

The objective of this research was to determine how perceptions of consumers towards marketing strategies are related to satisfaction, loyalty, subjective wellbeing and quality of life. It is a pioneer study in Puerto Rico, extending the theoretical and practical information on the subject and understanding of consumers. This research studies Peterson's Model (2006) which includes the variables Product, Fair Price, Customer Service and Publicity related to Wellbeing and Quality of life and adds two variables: Satisfaction and Loyalty.

A descriptive exploratory mixed method approach was used. The population was composed of consumers over 21 years. The sample included 408 consumers participating in a survey and twelve consumers in a focus group. Qualitative and quantitative analysis were made and factor analysis, correlation and regression statistics were used to determine the relation between dependent and independent variables.

According to the analysis made, the following null hypothesis were rejected: Marketing strategies and Satisfaction, Marketing strategies and Wellbeing, Satisfaction and Quality of life, Wellbeing and Quality of life and Loyalty and Quality of life. Null hypothesis not reject were: Service and Wellbeing, Satisfaction and Wellbeing, Loyalty and Wellbeing and Publicity and Loyalty.

As a result, the researcher developed a model based on Peterson's model (2006) adding variables Satisfaction and Loyalty. Two of the recommendations made were: to conduct further research on these new variables to determine whether the behavior of these variables is similar in other contexts; and, to use this research to develop marketing strategies to improve consumer wellbeing and quality of life.

Indexing (document details)
Advisor: Varela, Juan C. Sosa
Commitee: Espina Romero, Maritza, Santos Corrada, Maria
School: Universidad del Turabo (Puerto Rico)
Department: School of Business and Entrepreneurship
School Location: United States -- Puerto Rico
Source: DAI-A 74/09(E), Dissertation Abstracts International
Source Type: DISSERTATION
Subjects: Marketing, Marketing
Keywords: Consumer behavior, Consumer satisfaction, Well-being
Publication Number: 3562847
ISBN: 9781303106842
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