Una aplicación de la teoría del comportamiento planificado al segmento masculino latinoamericano de productos de cuidado personal

Contenido principal del artículo

Autores

Otto Regalado Pezúa
Carlos Alberto Guerrero Medina
Raúl Francisco Montalvo Corzo

Resumen

Este estudio busca identificar los factores que influyen en el consumo de productos de cuidado personal dentro del segmento masculino latinoamericano. Para ello, se aplicó un instrumento basado en la teoría del comportamiento planificado a 600 hombres pertenecientes a dos países de la región con diferentes niveles de desarrollo de la categoría en cuestión: México (alto desarrollo) y Perú (moderado desarrollo). Los datos obtenidos fueron analizados a partir de un modelo de ecuaciones estructurales. Los resultados sugieren que, en ambos países estudiados, la norma subjetiva inhibiría el consumo de este tipo de productos entre los hombres. Asimismo, el impacto de la norma subjetiva sería menor en hombres jóvenes, teniendo ellos mayor apertura al consumo de estos productos.

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Detalles del artículo

Referencias

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