Factores psicológicos que intervienen en el comportamiento del microempresario de Tunja (Colombia) a la hora de utilizar los servicios financieros

Detalles Bibliográficos
Publicado en:	Congreso Internacional de Investigación (5 : 2015 : La Plata) - [Actas] - . La Plata : Universidad Nacional de La Plata. Facultad de Psicología, 2015
Autor Principal:	García Pacheco, Nancy Patricia
Formato:	Documento de evento
Temas:	Factores psicológicos Comportamiento del consumidor Microempresarios Servicios financieros Psychological factors Consumer behavior Entrepreneurs Financial services
Acceso en línea:	https://www.memoria.fahce.unlp.edu.ar/trab_eventos/ev.12305/ev.12305.pdf https://libros.unlp.edu.ar/index.php/unlp/catalog/book/522
Resumen:	Hoy en día se evidencia que la conducta de los consumidores es más compleja de lo que se cree, dicha conducta es el resultado entre otros de factores psicológicos que influyen en los procesos de adquisición de un bien o servicio. Las empresas en este caso las entidades financieras en Tunja (Colombia) deben saber identificar a sus consumidores micros empresariales, de tal manera que logren satisfacer sus necesidades particulares, puesto que hacen parte los sectores menos favorecidos por la banca en la actualidad. Aunque algunas entidades promueven servicios para este sector, a la hora de intentar el acceso, los comerciantes se encuentran con muchas limitaciones por parte del portafolio de servicios ofrecido, ya que no se ajusta a su perfil de necesidades. "Todos los programas de mercadotecnia deben estar diseñados para crear estímulos que las empresas puedan usar adecuadamente para influir en los consumidores de sus productos y servicios" (Sahui, 2008, p. 9). Por lo tanto se hace indispensable conocer con mayor interés ¿Cuáles son los factores psicológicos que intervienen en el comportamiento del microempresario Tunjano a la hora de decidir utilizar los servicios financieros?, de tal manera que este estudio aporte al sector financiero y al sector microempresarial para que los planes comerciales de la banca aseguren el acceso de esta importante población la cual representa el 80de los negocios de la ciudad, para que de esta manera pueda evidenciarse una alianza en pro del desarrollo económico de la ciudad.(Resumen parcial) The Colombian financial sector is characterized because it is a source that overcomes the limitations of money they have micro entrepreneurs in undertaking business development. This research seeks to identify the psychological factors that influence consumer decisions of these services in the city of Tunja (Boyacá). This requires a qualitative to a representative sample of small businesses that belong to the commercial sector of the city study. The results show a marked lack of motivation against the possibilities offered by the bank for this economic sector, which shows a low intention to use these services, why turn to other sources of funding. (Partial abstract)

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Factores psicológicos que intervienen en el comportamiento del microempresario de Tunja (Colombia) a la hora de utilizar los servicios financieros

https://www.memoria.fahce.unlp.edu.ar/trab_eventos/ev.12305/ev.12305.pdf

https://libros.unlp.edu.ar/index.php/unlp/catalog/book/522

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