Estudio del comportamiento de compra en las tiendas Retail de artículos deportivos de la ciudad de Guayaquil.

Abstract

The project called "Study of buying behavior in sports stores in the city of Guayaquil", to know the market for sporting goods, in the first context the production sector and economic data were analyzed, to then move on to the sector of the subject to be addressed and to know the sales generated nationally and internationally by each type of sports brand. In the second part, a theoretical framework was established, which included the concepts necessary to understand the topic studied, followed by a comparative framework, in which numerous studies on sporting goods are presented, and finally a legal framework, which describes the laws and regulations of consumers and the justification of prices with a quality good. Next, the research design and the tools needed to collect the necessary data were developed. The study used in-depth interviews, subjective methods, and questionnaires. The fourth part of the study includes graphs and various statistical methods, such as random event tables, correlation analysis, to present and interpret the results and reach the specific conclusions with its line of research.