Análisis del comportamiento de compra del sector Inmobiliario en la categoría de Muebles de Hogar en Guayaquil, Samborondón y Daule”

Abstract

The manufacture and sale of furniture is one of the most relevant economic activities ofthe Ecuadorian productive system. This project is carried out with the objective of providing relevant information to the furniture business sector in relation to costumer behavior and analyzingthe factors that influence and motivate the purchase of home furniture in the city of Guayaquil, Samborondón and Daule (La Aurora). Through the application of quantitative and qualitative methods such as surveys and in-depth interviews with professionals from the field; the needs, requirements and behaviors of clients are determined. The findings obtained allow to establish a more defined costumer profile and a clearer vision of the motivators and influencers in this marketsegment, which allows to provide relevant recommendations to furniture manufacturing companies and opening a path for future lines of research.