Estudio del comportamiento de compra dentro de la categoría de cuidado personal a causa del Covid-19 en la ciudad de Guayaquil.

Abstract

The following research paper looks to study the Personal Care consumer’s behavior within the city of Guayaquil, with the goal to define the pandemic’s impact for this fast-moving consumer good industry. The Project covers five stages: general aspects, theoretical foundation, research methodology, results and conclusions and future research topics, developed while complementing each other in order to build a new consumption landscape resulting from the arrival and spread of Covid-19 and what can be expected in the future for this category. Through the information that has been retrieved for the theoretical foundation, market research and result analysis, the most relevant changes for the personal care category’s consumer are identified, as well as which of these changes could last in the “new normal” (despite the pandemic’s volatile nature) once the Covid-19 safety restrictions are fully lifted as the consumer’s concern. Among the relevant results, there’s an informed, analytical, and organized consumer when it comes to the shopping process, which is due to the need of making a more intelligent balance expense that satisfies both the need for savings and for health benefits that come attached to certain products as a need, giving them the capacity to analyze pricing further than the shelf and looking at the final value the expense will bring. Despite this, multiple studies will be needed as the world finishes each “stage” of these phenomenon to further confirm or invalidate what has been proposed in previous studies.