Estudio del comportamiento de compra de marcas internacionales “Fast Fashion” en la generación millenials de la ciudad de Guayaquil.

Abstract

The project called "Study of the purchase behavior of international brands "Fast Fashion" in the millennial generation in the city of Guayaquil" began to know the market that consumes these brands, as a first point was analyzed the textile industry and sustainable fashion, likewise, a theoretical framework in which the basic concepts on the subject in question are addressed, also a referential framework where several studies on the Ecuadorian consumer and fast fashion are presented, finally a legal framework with laws and regulations on the consumer and their rights was made. The research design was developed where the necessary tools were implemented to collect the data through surveys and direct observations. Subsequently, statistical methods, analysis and interpretation of the data were carried out. The study demonstrates the different behaviors that occur before making the purchase of a fast fashion product and the factors that influence consumers to decide and conclude the purchase process. Thus, to begin with the creation of profiles and finally to determine the conclusions and future lines of research.