The MarkAp-UV R&D Group, coordinated by the researcher Prof. Dr. Inés Kuster Boluda, is formed by a team of researchers belonging to the area of Marketing and Market Research at the Universitat de València. Its main objective is research in various sectors related to Marketing and the implementation and development of novel methodologies in real business scenarios.
The group conducts marketing research aimed at both academic and business areas.
- Marketing research in specific fields
Qualitative and quantitative market research to respond to various problems in different fields of action (tourism, services, etc.).
- Consumer behaviour
Analysis of the different stages of the final customer's purchasing process, with special emphasis on the modelling of the purchasing decision and the internal and/or external variables that influence this decision.
- Marketing and new technologies
Use of new technologies in the field of marketing (Internet, social media, mobile telephony, interactive TV, etc.).
- Strategic marketing
Research in the field of various marketing strategies, market orientation and relationship marketing, offline and online strategies.
Tarongers Campus
Edificio Departamental Oriental.Av. dels Tarongers, s/n
46022 València (Valencia)
