Fantasías, sentimientos y diversión: una aproximación al consumo hedónico en tiendas de café de la ciudad Bogotá
Pineda Marín, Claudia Patricia | 2020
This research seeks to describe the hedonic consumption associated with coffee shops in the city of Bogotá, understanding that currently experiential consumption is being recognized by many stores as an important element when it comes to attracting customers. We worked with a qualitative approach, the selected method was symbolic interactionism, seeking to deepen in hedonic consumption from the different points of view of the 28 participants. The technique used for the collection of information was the in-depth interview and the analysis of the results was done through grounded theory, performing open and axial coding through the NVivo version 12 software. The results were based on the three axes of inquiry. proposed: fantasies, feelings and fun aspects, within the research it was found that coffee consumption is associated with the coffee tradition and sharing with family and friends.