Buying Behavior of Clothing Consumers in the Chone Canton
Keywords:
consumer behavior; shopping; clothing stores; behavioral variables.Abstract
The behavior of the consumer is marked by the characteristics that make up each similar set that exists in the market, i.e., the market segments, this information is essential for the development of the clothing business anywhere in the world. The objective of the study is to determine the purchasing behavior of clothing consumers in the city of Chone, Manabí province. The behavioral variables that were taken into account to perform the respective analyzes were: time, the way to cancel the products, company at the time of making the purchase. The research method used was quantitative and qualitative. Interviewing techniques, surveys, and crossing of variables was applied in a significant sample that represented clothing consumers between 16 and 30 years of age. The results obtained come from 80% of the consumers belonging to the urban parish of Chone, mostly the purchase is made in cash, always allocates time to buy clothes without the company of someone and does not make significant differences between clothes imported and national. Consumers take half an hour to make the purchase action, identifying the behavior in this category of products will improve business strategies by businesses that are in the city.
References
Alonso,J. y Grande,I. (2015): Comportamiento del consumidor. Decisiones y estrategias de marketing. 8 edición. Madrid ESIC Editorial
Arellano,R. (2010):Marketing:Enfoque América Latina. México Pearson Educación
Kotler,P y Amstrong, G. (2012): Marketing. 10 edición. México .Pearson Educación.
Martínez. (2017): Marketing y Comunicación de Moda. Madrid.ESIC editorial
Schiffman,L., Lazar,L. y Wisenblit,J. (2010): Comportamiento del consumidor. 10 edición. México. Pearson Educación
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