Análisis del comportamiento de compra de ropa deportiva a través de medios digitales en la ciudad de Guayaquil.

Abstract

The present work called “Analysis of the purchasing behavior of sports clothing through digital media in the city of Guayaquil” is developed to make known how the market purchases through digital media. In accordance with this, it is appropriate to highlight that established theories indicate that purchases of sportswear in digital media have increased during the pandemic due to restrictions. As a first point, the theoretical framework is made in which concepts about purchasing behavior are addressed and which bases the present work, after this a referential framework where studies on purchases in digital media are reviewed, from there the research that obeys is developed. a descriptive study and quantitative and qualitative tools are implemented to collect data, such as: in-depth interviews, focus groups and surveys carried out with 384 people, including men and women who live in the city of Guayaquil with an age range between 18 and 56 years. In addition, it is determined that the people who make the most online purchases are female and vary in the age range of 26 to 35 years, they are workers, provide an income level of $301-$500 and spend $30-$100 on a regular basis. semi-annual in purchases of sports clothing in digital media, time savings stand out as the main advantage and distrust as a disadvantage. Finally, it is highlighted that 67.45% of those surveyed buy more through social networks.