POSICIONAMIENTO ESTRATÉGICO DE TOM TOM COMO MARCA DE RELOJES DEPORTIVOS EN JAÉN
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2017-01
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Jaén: Universidad de Jaén
Resumen
[ES]El interés mostrado hacia la práctica de actividades físico-deportivas ha aumentado con
creces en los últimos tiempos, la tendencia hacia el cuidado del cuerpo y de la salud,
unido al culto por la belleza, ha favorecido el auge de diferente material deportivo, el
cual tiene una gran importancia debido a que influye tanto en la forma de disfrutar
practicando deporte, como en la de conseguir metas.
El objetivo de este trabajo es analizar y estudiar el comportamiento de compra de relojes
deportivos de la provincia de Jaén y ver de este modo como posiciona la marca Tom
Tom frente a sus competidores.
Partiendo de los datos obtenidos por la encuesta realizada a una muestra de 71
individuos, Tom Tom goza de un claro posicionamiento relacionado con la exploración
de rutas.
[EN]The interest shown towards the practice of physical-sport activities has increased considerably in recent times. The trend of care of the body and health, coupled with the cult for beauty, has favored the rise of different sports equipment. And it has a great importance, due to its notable influence not only in the form people enjoy practicing sport, but also in the way that they obtain their own objectives. The objective of this work is to analyze and study the purchasing behavior of sports watches in the province of Jaén. Like this, it will be possible to know how they position Tom Tom brand among its competitors. Based on the data obtained by the survey of a sample of 71 individuals, Tom Tom has a clear position related to exploration routes.
[EN]The interest shown towards the practice of physical-sport activities has increased considerably in recent times. The trend of care of the body and health, coupled with the cult for beauty, has favored the rise of different sports equipment. And it has a great importance, due to its notable influence not only in the form people enjoy practicing sport, but also in the way that they obtain their own objectives. The objective of this work is to analyze and study the purchasing behavior of sports watches in the province of Jaén. Like this, it will be possible to know how they position Tom Tom brand among its competitors. Based on the data obtained by the survey of a sample of 71 individuals, Tom Tom has a clear position related to exploration routes.