Análisis del comportamiento de la Generación Z en la adquisición de productos por canales de distribución digital en Guayaquil, 2020.
Fecha
2020
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Editor
Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
El objetivo del presente trabajo es analizar los factores que influyen en el proceso y
comportamiento de compra de la Generación Z por los medios digitales en la ciudad Guayaquil.
Se llevó a cabo una encuesta a personas entre las edades de 18 a 25 años con el fin de determinar
su comportamiento al momento de realizar compras en medios digitales. Adicionalmente, se
realizaron 3 entrevistas a comerciantes o empresarios que mantienen como sistema de ventas
el uso de los canales digitales. Los resultados sugieren que la mayoría de las personas que
conforman la Generación Z consideran importante el uso de la tecnología para sus actividades
diarias, los medios digitales son importantes al momento de comunicar un bien o servicio. El
precio del producto es el factor determinante para comprar un producto o no y esto se ve
influenciado por la edad que tenga el individuo. Desde el punto de vista de la oferta (empresas),
los resultados de las entrevistas sugieren que los medios que más utilizan son las redes sociales
y páginas web, a través de estos medios, las empresas muestran su publicidad, promociones,
descuentos y novedades de los productos que ofertan.
The objective of this work is to analyze the factors that influence the purchasing process and behavior of Generation Z through digital media in the city of Guayaquil. A survey was carried out on people between the ages of 18 to 25 years in order to determine their behavior when making purchases on digital media. Additionally, 3 interviews were conducted with merchants or businessmen who maintain the use of digital channels as a sales system. The results suggest that most of the people who make up generation Z consider the use of technology important for their daily activities, digital media are important when communicating a good or service. The price of the product is the determining factor to buy a product or not and this is influenced by the age of the individual. From the point of view of the offer (companies), the results of the interviews suggest that the media they use the most are social networks and web pages, through these media, companies show their advertising, promotions, discounts and news of the products they offer.
The objective of this work is to analyze the factors that influence the purchasing process and behavior of Generation Z through digital media in the city of Guayaquil. A survey was carried out on people between the ages of 18 to 25 years in order to determine their behavior when making purchases on digital media. Additionally, 3 interviews were conducted with merchants or businessmen who maintain the use of digital channels as a sales system. The results suggest that most of the people who make up generation Z consider the use of technology important for their daily activities, digital media are important when communicating a good or service. The price of the product is the determining factor to buy a product or not and this is influenced by the age of the individual. From the point of view of the offer (companies), the results of the interviews suggest that the media they use the most are social networks and web pages, through these media, companies show their advertising, promotions, discounts and news of the products they offer.
Descripción
Palabras clave
GENERACIÓN Z, MEDIOS DIGITALES, COMPORTAMIENTO DE COMPRA