Precio en mercadotecnia: Una revisión bibliográfica desde la percepción en Latinoamérica

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Osiris María Echeverría Ríos http://orcid.org/0000-0002-3390-2559
Mizraim Martínez Hernández Ivonne López Hernández

Resumen

El precio siempre se ha relacionado con la perspectiva económica. Sin embargo, la noción de que el consumidor posee un conocimiento racional de los precios es visto como un obstáculo desde la perspectiva de la mercadotecnia; cuestión que es escasamente tratada desde el enfoque de la percepción del consumidor en el ámbito latinoamericano. Debido a ello, el objetivo de esta investigación es analizar los artículos de investigación empíricos en el contexto de Latinoamérica para identificar las teorías de percepción del precio, desde el ámbito de la mercadotecnia, que se han tratado de manera general. Para ello, se realizó una revisión bibliográfica en las bases de datos de Scopus, Science Direct, Emerald y Redalyc. Los resultados demuestran que sobresalen doce investigaciones realizadas en Brasil, México, Colombia, Argentina y Chile, las que, en su mayoría, se perfilan dentro de la teoría del precio de referencia, relacionado con imagen y calidad.

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Como citar
ECHEVERRÍA RÍOS, Osiris María; MARTÍNEZ HERNÁNDEZ, Mizraim; LÓPEZ HERNÁNDEZ, Ivonne. Precio en mercadotecnia: Una revisión bibliográfica desde la percepción en Latinoamérica. RECAI Revista de Estudios en Contaduría, Administración e Informática, [S.l.], p. 44 - 64, ago. 2021. ISSN 2007-5278. Disponible en: <https://recai.uaemex.mx/article/view/15978>. Fecha de acceso: 06 dic. 2021 doi: https://doi.org/10.36677/recai.v10i29.15978.
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Artículos de Investigación

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