Análisis del comportamiento de consumo del servicio de ortodoncia, por parte de la comunidad universitaria en la Santo Tomás de Bucaramanga

Abstract

Changes fairing demand- supply make organizations seek opportunities to share services. Objective: to determine the consumption behavior of orthodontic at the university community. Methodology: cross-sectional study was conducted in a random sample of the university community of Santo Tomas University, Bucaramanga, comprised of students, administrators and teachers with and without orthodontic treatment, a virtual questionnaire was used with the database of the academic system. Results: The survey was filled out by 351 people, 48.4% (n = 170) reported never having orthodontics, and 51.5% (n = 181) who reported having had or currently be in orthodontic treatment, the female population exceeded the male population, with values statistically significant if p <0.01) and an average of 21 years old. The university community is characterized knows which services you need and prefer private offices doctors; from the perspective of marketing, the community is little aware of the services offered is influenced by the references, have high sense of the value of specialists and trust in them, is price sensitive and although its intended use is high use levels are really low. Conclusion: The consumption behavior of orthodontic service in these individuals is influenced by trust and inhibited by the perception of risk, the key factor which should work are the references, trust and show that your diagnosis is discussed in CPC or medical advice.