Determinación de los perfiles de compradores de productos de consumo masivo de limpieza en la ciudad de Guayaquil.

Abstract

This degree work has been called "Determination of the profiles of buyers of mass consumption cleaning products in the city of Guayaquil", has been carried out with the purpose of designing the profile of buyers of mass consumption cleaning products in the city of Guayaquil. In order to accomplish this task, a theoretical foundation of the study variables was proposed, where theory related to the recognition of the buyers' profiles, the different types of buyers and the elements that influence them in the purchase decision was considered. In the same way, it is important to highlight that the methodological approach of this study was based on a mixed research approach of exploratory and descriptive characteristics, which allowed the application of an interview to five representatives of stores that sell cleaning products, in addition to applying a survey to a sample of 384 people who buy cleaning products. In this sense, it should be noted that the results of the instrumental application allowed the definition of five different buyer profiles, which have been exposed in the development of the proposal of the present work.