Análisis del comportamiento de compra post pandemia de las madres guayaquileñas en la categoría de pañales desechables.

Abstract

The present work studied the behavior of the consumer in the disposable diaper market in the city of Guayaquil, where the impact and influence of the pandemic was defined in the preferences and habits of the consumers, in this case the mothers, being the ones that make decisions about the care of babies in most cases. In Ecuador, on average, 268 thousands of babies are born every year, the sample selected was 383 mothers where the most relevant and influential variables where analyzed when making the decision of buying disposable diapers, variables such as brand, brand communication, availability and proximity of the product, price and promotions, to determine which variables changed after the pandemic. The project covers five phases, theorical foundation, theoretical and referential foundation, research methodology that includes the collection and analysis of information from both primary and secondary sources, research results, conclusion, and recommendations for future lines of analysis of this market. Among the main results of the research, it was identified that the main post-pandemic change is the place where the diaper purchase action occurs, since the consumer is highly influenced by the price.