Percepción de la imagen del transporte de viajeros por autobús: potencialidades y acciones de mejora
Year: 2011
Type: article
Abstract: [ES] In today’s market, the ability of firms to add value to their products is essential to maintain or increase their competitiveness. The purpose of this project was to determine the positioning of a particular mode of transport (medium and long distance bus) with respect to competitors, identifying what their strengths and weaknesses are in order to maintain the first ones and improve the last. \nThis goal was achieved by integrating the user in the design process of the company using Emotional Engineering techniques. These tools enable an analysis of product supply and demand based on consumer perceptions. It is possible to know product which attributes influence more the market response and what are the key design elements to convey these emotional attributes. From the results of the study, it is possible to propose improvement and communication actions that lead to a more advantageous position of companies in \nthe sector.
Language: Spanish
Topic: Color perception and design
Subfield: Social Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W160484309