| Journal: | Ad-gnosis |
| Database: | CLASE |
| System number: | 000520663 |
| ISSN: | 2745-1364 |
| Authors: | Izquierdo De Dios, Román Verjan Quiñonez, Ricardo Ruiz Andrade, José Gabriel |
| Year: | 2020 |
| Season: | Ene-Dic |
| Volumen: | 10 |
| Number: | 10 |
| Pages: | 29-42 |
| Country: | Colombia |
| Language: | Español |
| Document type: | Artículo |
| Approach: | Analítico |
| Spanish abstract | Este documento es una reflexión teórica sobre los cambios y actualizaciones a las que se enfrentan dos actores, por un lado, el taller mecánico y en el otro el mercado femenino, del que se hace un análisis documental con respecto a su comportamiento, mismo que se llevó a cabo a través de la revisión de los enfoques del comportamiento del consumidor y del marketing empresarial. Se plantea la postura del taller con un subrayado enfoque al mercado masculino, y la que toma la mujer para requerir y comprar los servicios mecánicos. Finalmente, se discuten y sugieren ideas para incidir en la competitividad de los talleres de prevención, mantenimiento y reparación vehicular en Tijuana, Baja California |
| English abstract | This document is a theoretical reflection on the changes and updates faced by two actors, on the one hand, the mechanical workshop and on the other hand, the female market, of which a documentary analysis is made with respect to their behavior, which was carried out through the review of the consumer behavior and business marketing approaches. The workshop's position is presented with a strong focus on the male market, and the one taken by the woman who takes the and the one taken by women to require and purchase mechanical services. Finally, ideas are discussed and suggested to influence the competitiveness of prevention, maintenance and vehicle repair shops in Tijuana, Baja California |
| Disciplines: | Administración y contaduría |
| Keyword: | Mercadotecnia, Consumo, Mecánica, Mujeres, Taller mecánico, Mercado femenino |
| Keyword: | Marketing, Consumption, Mechanics, Women, Mechanical workshop, Women's market |
| Full text: | https://publicaciones.americana.edu.co/index.php/adgnosis/article/view/467/595 |
