Resumen de Una aproximación a la participación del tipo de personalidad manifiesta del consumidor ante la disyuntiva de compra bajo el criterio binario de precios contra atributos de los productos
Julio César Ceniceros Angulo, Edgar de la Garza
The purpose of this work is to characterize at first manifested personality types of consumers within the block of psychographic segmentation. In a second stage of research is deepened to test the correlation between this variable consumer shows, and buying criteria as the dependent variable in binary form. This research is conducted in the city of Culiacan, Sinaloa, Mexico in late 2012 in the analysis stage, through a sample of 349 buyers, where are the results, sanctioned by discrete choice model in its modality of binary logistic regression analysis. The results obtained through the Wald statistic show a significant relationship to a level á = 0.05. Therefore, it has a conclusive and statistically significant relationship. It also demonstrates how individuals classified as "open" tend to discriminate very markedly in favor of buying criteria based on product differentiation.
