Aspectos socializadores que orientan la compra y el consumo de productos de lujo para mascotas, en hombres y mujeres de 20 a 45 años, de nivel socio económico 3 y 4 de las localidades de Fontibón y Chapinero de la ciudad de Bogotá

Abstract

The objective of the present work of degree was oriented in identifying the socializing aspects that guide the purchase and consumption of luxury pet products in men and women from 20 to 45 years of socioeconomic level 3 and 4 of the neighborhoods of Fontibón and Chapinero in Bogota. The research was developed using the qualitative methodology, based on the ethnographic method. The study used techniques such as participant observation and focus group sessions, obtaining information from 16 participants. The results allowed identifying the meaning of the family and the importance of the pet within it, a link that has been increasingly closer between the human and the pet. On the other hand, it was possible to identify the primary and secondary socializing aspects where the types of experiences that were experienced in each one were evident, emphasizing the ideology that was had in childhood with respect to the pet, and the change that was faced in the adulthood. It was possible to recognize the importance of purchasing luxury products, and the relationship with the quality factor, which indicated that its price was proportional to its quality.