Motivos y creencias que orientan el consumo ostentoso de dispositivos móviles "smartphone" en jóvenes universitarios de pre-grado. Caso: universidades privadas en Bogotá.

Abstract

This research aims to understand the motives and beliefs of the ostentatious consumption of Smartphone mobile devices in undergraduate students of private universities in Bogotá, through a qualitative research with ethnographic method, to potentiate an opportunity for improvement in the market of devices Electronic devices. For this it was necessary a theoretical contextualization based on different authors around four thematic axes that centralize the problem to be investigated, such as consumer behavior, motives, beliefs and ostentatious consumption, without neglecting related empirical evidence. In the same sense, within the framework of the ethnographic method to be followed in the present investigation, the interview was selected as a data collection technique because it was considered the most adequate to achieve the intended purposes. In the same way, the work shows the analysis of the information and the respective discussion, from which it is confronted with the documented theory and the empirical evidences. Finally, we go to reinterpretation in order to build the meaning of