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Narco culture and luxury fashion: examining perceptions and purchase intentions in Colombia

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dc.contributor.advisorKoronaki, Eirini
dc.creatorLoaiza Vélez, Sofía
dc.creator.degreeProfesional en Marketing y Negocios Digitales
dc.date.accessioned2025-03-12T12:20:59Z
dc.date.available2025-03-12T12:20:59Z
dc.date.created2024-10-28
dc.descriptionEste estudio investiga la influencia de la narco cultura en la intención de compra de moda de lujo en Colombia. Basado en teorías existentes sobre el comportamiento del consumidor, esta investigación examina cómo la narco cultura moldea las percepciones de los consumidores colombianos y su intención de compra en relación con los bienes de lujo. A través de datos de encuestas a 157 participantes, el estudio evalúa el riesgo percibido, el valor, la percepción de marca y el estatus social dentro del sector de la moda de lujo. Los hallazgos muestran que la narco cultura incrementa el riesgo percibido en la intención de compra de lujo, lo que indica que los consumidores colombianos consideran cuidadosamente el estatus social y las asociaciones de marca antes de tomar decisiones de compra en bienes de lujo. Estos hallazgos resaltan las importantes dinámicas culturales y ofrecen orientación para las marcas que buscan dirigirse al mercado colombiano, latinoamericano y a aquellos influenciados por la violencia a largo plazo y complejidades sociales.
dc.description.abstractThis study investigates the influence of narco culture in the purchase intention of luxury fashion in Colombia. Grounded in existing theories of consumer behaviour, this research examines how narco culture shapes Colombian consumer perceptions and purchase intention regarding luxury goods. Using survey data of 157 participants, the study assesses the perceived risk, value, brand perception and social status within the luxury fashion sector. Findings show that narco culture elevates the perceived risk in luxury purchase intention, indicating that Colombian consumers carefully consider social status and brand associations in luxury fashion goods before making purchase decisions. These insights highlight the important cultural dynamics, offering guidance for brands targeting the Colombian, Latin America, and markets shaped by long-term violence and social complexities.
dc.format.extent77 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_45092
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/45092
dc.language.isoeng
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programPregrado en Marketing y Negocios Digitales
dc.rightsAttribution-NonCommercial-ShareAlike 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectNarco cultura
dc.subjectModa de lujo
dc.subjectIntención de compra
dc.subjectPercepción de riesgo
dc.subjectComportamiento del consumidor
dc.subject.keywordNarco culture
dc.subject.keywordLuxury fashion
dc.subject.keywordPurchase intention
dc.subject.keywordPerceived risk
dc.subject.keywordConsumer behavior
dc.titleNarco culture and luxury fashion: examining perceptions and purchase intentions in Colombia
dc.title.TranslatedTitleNarco Cultura y Moda de Lujo: Examinando Percepciones e Intenciones de Compra en Colombia
dc.typebachelorThesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTesis
local.department.reportEscuela de Administración
local.regionesBogotá
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