Análisis del comportamiento de compra de la generación millenials por aplicaciones móviles en la ciudad de Quito, 2018.

Abstract

The central theme of this case study is the research of the Millennials of the city of Quito and the purchase actions by mobile applications. In this regard, the following research questions have been posed: What are the profiles of the buyers of the millennial generation that buys clothes for mobile applications in the city of Quito? What purchasing variables affect the consumers of purchase by applications mobile in the generation millennials in the city of Quito?, Which are the influencers of purchase by mobile applications in the generation millennials in the city of Quito? From the professional role of marketing, it is considered an opportunity to investigate this group of people, as it provides a need to understand their tastes and preferences. The objective of this project is to investigate the profile of the buyers of the millennials generation, purchase variables and the factors of influence of acquisitions by mobile applications and thus to know the capacity to attract and retain young people for consumption. To determine the purchasing variables of the Quito Millennials, an extensive review of the works, interview and bibliography was carried out. At the same time, using primary and secondary sources (field work and other available studies), motivating or evaluative aspects were established by young people in the workplace and how they influence their purchases. Regarding the profile, it is highlighted that the study group buys their products on a daily basis and also have notifications of purchase pages activated when they promote a new product, with a frequency level of use given from 3 to 6 hours a day, connecting mainly by means of a smartphone, followed by the use of the laptop. Mobile applications have a positive effect in the stage of getting more information that is generated before the purchase. The influence that mainly affect the decision to purchase clothes are fashion, offers and the usefulness of the garment that can be found. Thus, mobile applications allow buying in the nontraditional ay and save time in long lines.