Análisis del comportamiento del consumidor femenino al seleccionar un centro de estudios de cosmetología ante la demanda creciente del mercado de la estética en la ciudad de Guayaquil.

Abstract

A quantitative investigation was carried out, whose purpose was to analyze the behavior of women in the choice of a study center to qualify as a cosmetologist and to identify the perception of the saturation of the aesthetics market in Guayaquil. A structural design was proposed to 318 randomly selected women from different sectors of the city, who knew how to answer the surveys to determine the proposed objectives. The results show that aesthetics is considered a secondary source of income by the majority of women who choose to study and graduate in this career, in addition, they prefer the blended modality, since this career requires theory and practice of facial treatments and bodily. Therefore, it is concluded that the aesthetics business is in high demand, because today, people care about their image, since it is their cover letter, that is why, being a demanding market, women see it as an opportunity to generate new income.