Mercadeo · 2018

Perfil del consumidor de los servicios de medicina estética en Ibagué

Resumen

For a long time, techniques have been applied for the conservation and promotion of feminine and masculine aesthetics and beauty. The aims of aesthetic medicine are the restoration, maintenance and promotion of aesthetics, beauty and health, so medical practices are used that are performed, in most cases, by a professional. In fact, aesthetic medicine, which has become a fashionable milestone for people, is evolving every day. Because of its boom, it is imperative to study in depth the application of marketing in medicine. For this effect, it is important to start with the analysis of consumer behaviour, the primary marketing discipline, through which consumer lifestyles are determined and, among other factors, their motivations, attitudes, desires, traits and perceptions. In fact, aesthetic medicine marketing targets a segment of the market made up of people who want to look and feel good all the time; therefore, they turn to safer and more effective treatments, whose hook is supported by the fact that they are non-invasive, but improve physical beauty. For this reason, it is necessary to know, understand and interpret the behaviours, decisions and motivations that lead consumers to use the aesthetic services offered by the city of Ibagué.

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