{"id":72879,"date":"2018-03-09T23:17:43","date_gmt":"2018-03-09T23:17:43","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/medicion-de-la-lealtad-del-consumidor-usando-datos-de-panel-de-hogares\/"},"modified":"2018-03-09T23:17:43","modified_gmt":"2018-03-09T23:17:43","slug":"medicion-de-la-lealtad-del-consumidor-usando-datos-de-panel-de-hogares","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/medicion-de-la-lealtad-del-consumidor-usando-datos-de-panel-de-hogares\/","title":{"rendered":"Medicion de la lealtad del consumidor usando datos de panel de hogares"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Mar\u00eda  De Las Mercedes Martos Partal <\/strong><\/h2>\n<p>La lealtad de los consumidores en la elecci\u00f3n de marca es un tema de gran relevancia para las empresas. Entendemos la lealtad como un comportamiento de repetici\u00f3n de la marca. Para el contraste emp\u00edrico del fen\u00f3meno usaremos los datos de un panel de consumidores de hogares espa\u00f1oles de acnielsen en una categor\u00eda de compra frecuente como son los detergentes y se procede al estudio de este mercado. La metodolog\u00eda usada en la tesis es la de modelos de elecci\u00f3n discreta. En una primera aproximaci\u00f3n a la lealtad trabajaremos con las distintas medidas de fidelidad propuestas por la literatura y validaremos su uso para el caso espa\u00f1ol. As\u00ed como se propone la especificaci\u00f3n de los modelos usando la lealtad entre las marcas en las diferentes categor\u00edas de detergente, obteniendo unos resultados de los modelos que mejoran los resultados de medidas tradicionales. Avanzado sobre esta nueva forma de modelar la lealtad estimamos modelos que controlan la heterogeneidad inobservable, y observable aplicando una metodolog\u00eda de clases latentes que permiten heterogeneidad en las preferencias y en las respuestas. Por \u00faltimo, aportamos una nueva forma de separar los efectos de la lealtad, la heterogeneidad observable y no observable no utilizada en la literatura de marketing.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Medicion de la lealtad del consumidor usando datos de panel de hogares<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Medicion de la lealtad del consumidor usando datos de panel de hogares <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Mar\u00eda  De Las Mercedes Martos Partal <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Carlos III de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 24\/02\/2005<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Nora Lado Couste<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Jos\u00e9 Miguel Mugica grijalba <\/li>\n<li>Javier Cebollada calvo (vocal)<\/li>\n<li>e. Nelson james (vocal)<\/li>\n<li>Francisco Jos\u00e9 Mas ruiz (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Mar\u00eda De Las Mercedes Martos Partal La lealtad de los consumidores en la elecci\u00f3n de marca es [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[18550,82,18287,5099,1302],"tags":[158344,63131,158343,11829,158341,158342],"class_list":["post-72879","post","type-post","status-publish","format-standard","hentry","category-carlos-iii-de-madrid","category-ciencias-economicas","category-estudio-de-mercados","category-marketing","category-organizacion-y-gestion-de-empresas","tag-e-nelson-james","tag-francisco-jose-mas-ruiz","tag-javier-cebollada-calvo","tag-jose-miguel-mugica-grijalba","tag-maria-de-las-mercedes-martos-partal","tag-nora-lado-couste"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/72879","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=72879"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/72879\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=72879"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=72879"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=72879"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}