Diseño del perfil de los hábitos de consumo de la población Gays orientado al cuidado personal, Guayaquil año 2019”
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Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Al momento no hay estudios realizados sobre el comportamiento de compra de productos para el Cuidado Personal en personas Gais. Al no existir dicha información las empresas no se dirigen a este mercado (Mercado Rosa) que día a día está en crecimiento. El objetivo de este estudio es determinar información para Diseño del Perfil de los hábitos de consumo de la población Gays, Orientada al cuidado personal en Guayaquil, al ser de gran importancia en un mercado rosa , dicho estudio obtendrá la información necesaria sobre los productos de mayor consumo de cuidado personal en Gais y como las empresas pueden crear productos y servicios que estén dirigidos a este nicho de mercado, que es muy atractivo actualmente y representa millones de dólares a nivel mundial.
At the moment there are no studies conducted on the purchasing behavior of Personal Care products for Gay people. When this information does not exist, companies do not go to this market (Mercado Rosa), which is growing every day. The objective of this study is to determine information for the Profile design of the consumption habits of the Gay population, oriented to personal care in Guayaquil, being of great importance in a pink market, said study will obtain the necessary information about the products of greater personal care consumption in Gais and how companies can create products and services that are aimed at this niche market, which is very attractive at present and represents millions of dollars worldwide.
At the moment there are no studies conducted on the purchasing behavior of Personal Care products for Gay people. When this information does not exist, companies do not go to this market (Mercado Rosa), which is growing every day. The objective of this study is to determine information for the Profile design of the consumption habits of the Gay population, oriented to personal care in Guayaquil, being of great importance in a pink market, said study will obtain the necessary information about the products of greater personal care consumption in Gais and how companies can create products and services that are aimed at this niche market, which is very attractive at present and represents millions of dollars worldwide.
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Palabras clave
HÁBITOS DE CONSUMO, PERFIL, COMPORTAMIENTO DEL CONSUMIDOR, CUIDADO PERSONAL.