Perfil del Comportamiento de Compra de Cosméticos en la Ciudad de Guayaquil Año 2020
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
Introducción: El comportamiento de compra de cada consumidor varía de acuerdo con el país, región o ciudad donde reside y también cambia constantemente. Es por esto por lo que cada comerciante que quiera llegar a un mercado en particular debe conocer quién es su cliente a fin de llegar a él de mejor manera posible y así poder servirlo mejor. Objetivo: Este estudio busca analizar el comportamiento de compra de cosméticos en mujeres de la edad de 20 a 30 años en la ciudad de Guayaquil, tomando en consideración que ésta se trata de una compra a veces muy pensada y muchas otras veces impulsivas. Método: Este estudio realizó dos tipos de investigaciones: para método cuantitativo se hizo encuestas para conocer de mejor manera a los consumidores y sus motivos de compra, con una muestra de 384 personas. Así mismo, se usa la técnica cuantitativa de focus group como método cualitativo, así se conocerá con un poco más de profundidad las características de la decisión de compra de las personas que optan por una u otra marca de cosméticos. Resultados: Luego de aplicadas estas dos herramientas, se pudo analizar el perfil de las mujeres que compran productos cosméticos dentro del rango de edad anteriormente mencionado y queda muy en claro que la compra es pensada ya sea por características de uso o por características mismas del producto. Recomendación y Conclusiones: Entender el comportamiento del consumidor es importante para poder establecer estrategias efectivas que permita a las empresas reaccionar ante las adversidades.
Introduction: The buying behavior of each consumer varies according to the country, region or city where he resides and it also changes constantly. This is why each merchant who wants to reach a particular market must know who his client is in order to reach him in the best possible way and thus be able to serve him better. Objective: This study seeks to analyze the behavior of buying cosmetics in women between the ages of 20 and 30 in the city of Guayaquil, taking into consideration that this is sometimes a very thoughtful purchase and many other times impulsive. Method: This study carried out two types of research: for a quantitative method, surveys were carried out to better understand consumers and their reasons for purchase, with a sample of 384 people. Likewise, the quantitative focus group technique is used as a qualitative method, so that the characteristics of the purchase decision of people who choose one or another cosmetic brand will be known in a little more depth. Results: After applying these two tools, it was possible to analyze the profile of women who buy cosmetic products within the aforementioned age range and it is very clear that the purchase is intended either by characteristics of use or by the characteristics of the product. . Recommendation and Conclusions: Understanding consumer behavior is important in order to establish effective strategies that allow companies to react to adversity.
Introduction: The buying behavior of each consumer varies according to the country, region or city where he resides and it also changes constantly. This is why each merchant who wants to reach a particular market must know who his client is in order to reach him in the best possible way and thus be able to serve him better. Objective: This study seeks to analyze the behavior of buying cosmetics in women between the ages of 20 and 30 in the city of Guayaquil, taking into consideration that this is sometimes a very thoughtful purchase and many other times impulsive. Method: This study carried out two types of research: for a quantitative method, surveys were carried out to better understand consumers and their reasons for purchase, with a sample of 384 people. Likewise, the quantitative focus group technique is used as a qualitative method, so that the characteristics of the purchase decision of people who choose one or another cosmetic brand will be known in a little more depth. Results: After applying these two tools, it was possible to analyze the profile of women who buy cosmetic products within the aforementioned age range and it is very clear that the purchase is intended either by characteristics of use or by the characteristics of the product. . Recommendation and Conclusions: Understanding consumer behavior is important in order to establish effective strategies that allow companies to react to adversity.
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PERFIL DEL CONSUMIDOR, COMPORTAMIENTO DEL CLIENTE, CARACTERÍSTICAS DEL CONSUMIDOR, DECISIÓN DE COMPRA