Análisis de factores que inciden en el comportamiento de los consumidores ante la compra de productos no alimenticios en la ciudad de Guayaquil durante el confinamiento de la pandemia del covid-19.
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
La pandemia ha cambiado la forma de comprar de las personas, puesto que, los consumidores tenían que hacer gastos de primera necesidad, sin embargo, hubo personas que se dedicaron en la adquisición de otros tipos de productos que no son alimenticios. Es por ello, que el proyecto investigativo tiene como objetivo primordial analizar aquellos que factores que han influido en los consumidores de la ciudad de Guayaquil al momento de comprar bienes y/o servicios no alimenticios dentro del marco de la pandemia covid-19. Para el logro del objetivo, la metodología realizada en la investigación fue mixta, con un diseño exploratorio para ahondar más en un tema que no se ha tratado mucho, y descriptivo por conocer las variables que intervienen en la decisión de compra final del cliente. Con respecto a los instrumentos para obtención de datos, se aplicó una encuesta virtual a 384 personas mayores de 18 años de diferentes sectores de la ciudad de Guayaquil. Entre los hallazgos más relevantes, se evidencia una alta adquisición de productos relacionados a medicamentos, higiene personal y productos de limpieza, siendo importantes para evitar el contagio. Por otro lado, las compras de productos no alimenticios fueron planificadas por un 45%, dado a entender una preocupación desde la parte económica, y así mismo, los clientes se vieron atraídos por las compras online, siendo el 78% de los encuestados que aceptan este modelo de negocio para comprar productos.
The pandemic has changed the way people buy, since consumers had to make basic necessities, however, there were people who dedicated themselves to the acquisition of other types of products that are not food. That is why the research project's primary objective is to analyze those factors that have influenced consumers in the city of Guayaquil when buying non-food goods and / or services within the framework of the covid-19 pandemic. To achieve the objective, the methodology carried out in the research was mixed, with an exploratory design to delve further into a topic that has not been discussed much, and descriptive by knowing the variables that intervene in the final purchase decision of the client. Regarding the instruments for obtaining data, a virtual survey was applied to 384 people over 18 years of age from sectors of the city of Guayaquil. Among the most relevant findings, a high acquisition of products related to medicines, personal hygiene and cleaning products is evidenced, being important to avoid contagion. On the other hand, purchases of non-food products were planned by 45%, implying a concern from the economic side, and likewise, customers were attracted by online purchases, with 78% of respondents accepting this business model to buy products.
The pandemic has changed the way people buy, since consumers had to make basic necessities, however, there were people who dedicated themselves to the acquisition of other types of products that are not food. That is why the research project's primary objective is to analyze those factors that have influenced consumers in the city of Guayaquil when buying non-food goods and / or services within the framework of the covid-19 pandemic. To achieve the objective, the methodology carried out in the research was mixed, with an exploratory design to delve further into a topic that has not been discussed much, and descriptive by knowing the variables that intervene in the final purchase decision of the client. Regarding the instruments for obtaining data, a virtual survey was applied to 384 people over 18 years of age from sectors of the city of Guayaquil. Among the most relevant findings, a high acquisition of products related to medicines, personal hygiene and cleaning products is evidenced, being important to avoid contagion. On the other hand, purchases of non-food products were planned by 45%, implying a concern from the economic side, and likewise, customers were attracted by online purchases, with 78% of respondents accepting this business model to buy products.
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COMPORTAMIENTO DEL CONSUMIDOR, FACTORES DE CAMBIO, CONFINAMIENTO, PANDEMIA