Análisis del comportamiento del potencial consumidor de un plan de ahorro y jubilación privado, en la ciudad de Santo Domingo.

Abstract

This study analyzes the behavior of potential consumers of private retirement savings plans in Santo Domingo de los Tsáchilas, a city characterized by high levels of informal employment (55%) and limited pension coverage. Using a quantitative, descriptive, and cross-sectional approach, 385 economically active individuals were surveyed to identify socioeconomic, demographic, and psychological variables influencing the decision to acquire these products. Results show that while 72.7% are aware of the existence of private plans, only 29% own one. The main motivation is economic security in old age (75.3%), while the most significant barriers are lack of information (36.4%) and low income (28.6%). Adoption is higher among formal employees (46.4%) and individuals with university or postgraduate education, highlighting the key role of job stability and financial literacy. In terms of preferences, there is a prevailing interest in plans with guaranteed fixed returns (37.7%), and banks are considered the most trusted acquisition channel (39%). However, 31.2% have never saved for retirement, reflecting the need to promote a culture of retirement savings. The study proposes segmenting marketing and financial education strategies into three profiles: young professionals, cautious informal workers, and planning pre-retirees, incorporating flexible and accessible products. It also recommends strengthening trust in institutions through contractual transparency and tax benefits, as well as integrating offerings with workplace programs and digital tools. These findings provide valuable input for public policies and business strategies aimed at expanding coverage and ensuring the sustainability of retirement savings in contexts of high informality.