Mercadeo

Permanent URI for this collectionhttp://172.16.0.136/handle/123456789/29

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Browsing Mercadeo by Subject "Análisis de mercado."

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    Descripción de tendencias de marketing en el mercado de la ropa de segunda mano en la ciudad de Bogotá en el 2024
    Castillo-Ospina, Angie Michel; Díaz-Díaz, Miguel Ángel
    The objective of this study is to analyze and describe the emerging marketing trends in the second-hand clothing market in Bogotá during 2024. The research aims to identify the key strategies used by brands and entrepreneurs to attract and retain customers in an increasingly competitive and dynamic environment, characterized by digitalization, sustainability, and changes in consumer habits. Through a combination of qualitative and quantitative methods, a comprehensive and in-depth understanding of consumer behavior and brand positioning strategies was achieved. While quantitative data revealed general patterns, acceptance levels, and purchase frequency, qualitative data provided detailed insights into perceptions, motivations, and values associated with responsible consumption and interest in circular fashion. The results show how environmental awareness, the use of social media, personalized shopping experiences, and brand authenticity influence purchase decisions, positioning second-hand clothing as a growing consumption trend in Bogotá.