Evaluación perceptual de los elementos que definen a juicio del consumidor la cuota de participación de las lycras ISJOL en el mercado de Santo Domingo de los Colorados durante el último trimestre del año 2020.

Abstract

The way shoppers behave is a widely explored field and its characterization is closely related to the human mind. People make purchasing decisions on a daily basis, however, few are aware of the factors that drive them to make certain decisions. The objective of this work was to examine whether the personal, social and psychological characteristics associated with a group of people influence, and in what way, their buying behavior on Lycra-type clothing. A quantitative approach was used, through a survey applied to 86 individuals from a random sampling and for convenience, the evaluation was carried out in the city of Santo Domingo, at the entrance of three commercial zones over three different days. The existence of a relationship between social, personal and psychological factors and the decision-making process was observed in the selection of some of the brands indicated in the survey. The result shows that family, friends and neighbors are the most important factors. important that influence decision-making when selecting a brand of lycra and that consumers can also base their selection on beliefs and attitudes of a psychological nature, generating decisions that could lead to impulsive purchases of one or another brand. having a larger sample is recommended to validate the observed correlations and trends.