Consumer behavior by socioeconomic segments considering audiovisual reports of productive innovation

Cusihuamán Sisa G.; Bernedo Málaga V.; Oviedo Medrano V.; Garay Zubia N. · European Public and Social Innovation Review (2025) · DOI: 10.31637/epsir-2025-2032

Resumen

Media scenarios have been changing as information and communication technologies have been changing, however, mental structures are built through cultural changes, which have long-term processes; which implies that media scenarios are constantly being renewed, regardless of whether audiovisual devices have been modified, the effects of the report generate relative changes. The objective is to analyze the scope of audiovisual communication according to the different socioeconomic segments of the aguaymanto product in Arequipa, to provide alternative communication proposals in a productive innovation scheme. The research is carried out in metropolitan Arequipa, with the participation of 384 surveys in 16 districts of Arequipa in the different socioeconomic segments; as an additional product to the research financed by PROCIENCIA CONCYTEC with contract PE501078683-2022. The conclusions show that although audiovisual media have managed to enter hypermedia scenarios, resistance to productive innovation processes is deeply rooted, which is why medium-and long-term processes are required to modify consumer behavior that has cultural foundations.

Instituciones: Universidad Nacional de San Agustín de Arequipa