Análisis del comportamiento de compra de los servicios de academias de idiomas en la ciudad de Guayaquil.

Abstract

The study proposed focuses on the analysis of the purchasing behavior of the services offered by language academies in the city of Guayaquil. The aim is to understand the various consumer profiles and factors influencing their decisions to purchase these services. The aim is to obtain a comprehensive picture of consumer preferences, motivations and behaviour in this market segment by means of a mixed methodology that includes in-depth surveys and interviews. The objective is to provide language academies and other entities interested in the Guayaquil language market with a deeper understanding of consumer needs and expectations, as well as valuable insights to develop effective marketing strategies and improve the service offering. With a specific focus on the local context of Guayaquil, this study aims to contribute to knowledge about consumer behavior in the field of language education in the city, Providing practical recommendations to improve customer satisfaction and business competitiveness.