Comportamiento del consumidor en marcas de desodorantes en mujeres jóvenes adultas en la ciudad de Guayaquil.

Abstract

This project seeks to analyze the different profiles of consumer behavior in deodorant brands among young adult women, with the objective of understanding in depth what are the tastes and preferences that may influence their purchasing decisions. In this context, we intend not only to identify and analyze the factors that affect the purchase behavior of deodorants in this specific segment in Guayaquil, but also to explore how these factors interact with each other. Using a mixed methodology that includes surveys as well as direct observation, the study aims to provide a detailed and comprehensive view of the preferences, attitudes and behaviors of young adults in relation to these products. In addition, this analysis is intended to provide future lines of research that can be explored to better understand this market segment.