Palabras clave
lifestyle
consumer behavior
segmentation
gamer marketing
estilo de vida
comportamiento del consumidor
segmentación
gamer
Cómo citar
Aceptado 2022-07-11
Publicado 2022-07-31
Resumen
La elaboración de perfiles de cliente es una herramienta de visualización de estilos de vida que combina técnicas de imaginación creativa con métodos narrativos y estadísticos para fabricar representaciones fácilmente interpretables de la vida cotidiana del consumidor. Este artículo propone emplear el método basado en datos aliado con el enfoque de la narración para modelar perfiles de jugadores atractivos. El desarrollo de un perfil es un proceso sensato que utiliza datos y estadísticas para producir resultados creíbles. Por lo tanto, la metodología implicó principalmente el análisis factorial exploratorio para descubrir las variables latentes que influyen en el estilo de vida de los jugadores y el análisis de conglomerados no jerárquico para separar los casos de datos con características diferentes y los miembros del grupo con atributos similares. El conjunto de datos analizados reunió a 1.588 participantes de 80 países. Los resultados respaldan la metodología de elaboración de perfiles de clientes como instrumento válido para el análisis del comportamiento del consumidor y la visualización del estilo de vida.
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