<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902018000200057</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2018v18n2.03</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Promociones de precios y su relación con las decisiones de compra del consumidor]]></article-title>
<article-title xml:lang="en"><![CDATA[Price promotions and their relation to consumer purchasing decisions]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Colín Flores]]></surname>
<given-names><![CDATA[Carlos Gabriel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Anáhuac México  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<volume>18</volume>
<numero>2</numero>
<fpage>57</fpage>
<lpage>81</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902018000200057&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902018000200057&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902018000200057&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En este trabajo se estudió la relación que existe entre las promociones de precios y la toma de decisiones de compra del consumidor para una muestra de 258 de participantes que compraron bienes de consumo duradero en tiendas departamentales en la Ciudad de México, con y sin promociones de precios. En la investigación se empleó el análisis de asociación mediante tablas de contingencia y el análisis de varianza, que sirvieron para identificar el perfil del comprador de productos con promoción de precios, encontrando que el consumidor de bienes duraderos que es más sensible al precio es quien compra productos en promoción, además de que las mujeres y las personas con menor nivel de ingresos son los segmentos poblacionales que compran en mayor proporción bienes con promoción de precios. Asimismo, se encontró que los consumidores que compran productos con promoción son los que mejor conocen y recuerdan los precios de los artículos adquiridos. Los hallazgos de este trabajo pueden aplicarse en las empresas comercializadoras de bienes duraderos con venta al detalle, para hacer más efectiva la venta de productos en promoción, dirigiendo la comunicación a los grupos susceptibles a comprar con promociones de precios y, por otra parte, puede tomarse como referencia para investigar el comportamiento del consumidor con otro tipo de bienes y canales de compra.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In this paper, the relationship between price promotion and the consumer purchasing decisions to a sample of 258 participants, that bought durable goods at department stores in Mexico City, with and without price promotions, was studied. The methodology used for this research was the association analysis by contingency tables and the variance analysis. Both techniques were useful to identify the consumer profile who bought durable goods with a price promotion, finding that consumers sensitive to price, are those that purchase products under price promotion, moreover that women and low income population segments are the major buyers of products in promotion. Another finding was that the consumers purchasing products in promotion have a better knowledge and recall of the prices of the goods purchased. The findings of this study could be applied for the retailer firms that sell durable goods, in order to be more effective with sells in promotion addressing the communication to the group of consumers sensitive to purchasing price promotions products and, in the other hand, the results of this research could be taken as a reference for future studies.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[promociones de precios]]></kwd>
<kwd lng="es"><![CDATA[efectividad promocional]]></kwd>
<kwd lng="es"><![CDATA[venta al detalle]]></kwd>
<kwd lng="es"><![CDATA[M10]]></kwd>
<kwd lng="es"><![CDATA[M30]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[price promotions]]></kwd>
<kwd lng="en"><![CDATA[promotional effectiveness]]></kwd>
<kwd lng="en"><![CDATA[retail sales]]></kwd>
<kwd lng="en"><![CDATA[M10]]></kwd>
<kwd lng="en"><![CDATA[M30]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
</kwd-group>
</article-meta>
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