Influencia cultural y demográfica en la toma de decisiones en la compra física y online.

Abstract

The unsustainable evolution of technology has achieved the growth of various sectors around the world, digitizing different ways of providing both services and products to consumers. The textile sector is one of the areas with the longest time existing through time, evolving along with the generations and their different fashions, ways of dressing, needs and their culture throughout the world. In Ecuador, as there are different regions which have a behavior based on various demographic and cultural factors, they value different aspects which vary with respect to their ages, origin, sex or cultural impact; they mark an inclination on whether the purchase modality is either online or physical. The tools used for this research project were quantitative, such as the surveys carried out in Google Forms. Statistical analyzes were used, such as multiple correspondence analysis, to be able to analyze in a better way and to be able to divide consumer profiles and see their purchasing behavior either physically or online. In this way, it was possible to see that people have certain tendencies to buy products online and that there are several factors that can determine said purchasing behavior.