Marketing generacional en entornos digitales del consumidor Guayaquileño.
Fecha
2021
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
En el presente trabajo de investigación se estudia la veracidad del concepto de Marketing Generacional estipulado según estudios realizados en otros países y que en Ecuador – Guayaquil se lo ha adoptado sin poner a prueba la certeza de la información dada. En el concepto de Marketing Generacional se caracteriza varias generaciones con diferentes características y puntos de vistas, con el paso de los años la sociedad he evolucionado, la tecnología ha crecido en muchos aspectos y ahora llega a todas las personas sin importar la clase social, el comportamiento y perspectivas de las personas no son iguales en todos los países, el concepto de Marketing Generacional se realizado a partir de un estudio del comportamiento del consumidor de un país de primer mundo, Ecuador al ser un país en vía de desarrollo no tiene los mismos comportamientos o habito de compra, un sueldo básico en otro país es el doble que el sueldo básico de Ecuador por ende la clase baja o media de otros países son diferentes a la clase media de Ecuador.
In this research work the veracity of the generational marketing concept stipulated according to studies carried out in other countries and that in Ecuador - Guayaquil has been adopted without testing the certainty of the information given is studied. In the concept of generational marketing, several generations with different characteristics and points of view are characterized, over the years, society has evolved, technology has grown in many aspects and now it reaches all people regardless of social class, The behavior and perspectives of people are not the same in all countries, the concept of generational marketing was made from a study of consumer behavior in a first world country, Ecuador being a developing country does not have the same behaviors or shopping habits, a basic salary in another country is twice the basic salary in Ecuador, therefore the lower or middle class in other countries are different from the middle class in Ecuador.
In this research work the veracity of the generational marketing concept stipulated according to studies carried out in other countries and that in Ecuador - Guayaquil has been adopted without testing the certainty of the information given is studied. In the concept of generational marketing, several generations with different characteristics and points of view are characterized, over the years, society has evolved, technology has grown in many aspects and now it reaches all people regardless of social class, The behavior and perspectives of people are not the same in all countries, the concept of generational marketing was made from a study of consumer behavior in a first world country, Ecuador being a developing country does not have the same behaviors or shopping habits, a basic salary in another country is twice the basic salary in Ecuador, therefore the lower or middle class in other countries are different from the middle class in Ecuador.
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INTERNET, GENERACIONES, TECNOLOGÍA, PERCEPCIÓN
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