Factores determinantes en la toma de decisiones de compra de línea ortopédica en Ecuador.

Abstract

The present study analyzes the factors that determine the purchasing decision for orthopedic products in the La Alborada sector of Guayaquil, considering both the end consumer and the institutional client. For the end consumer, psychological, social, economic, and brand trust factors that influence the decision-making process described by Kotler et al. are examined. The need generally arises from a health, mobility, or rehabilitation conditions, while product selection may be influenced by recommendations from physicians, family members, and various digital sources. In the institutional context, the purchasing decision is more complex due to the participation of different actors within the buying center proposed by Webster and Wind. Additionally, current factors such as technological innovation, regulatory compliance, certifications, sustainability, after-sales support, and long-term strategic partnerships are considered. Finally, through the DAFO-CAME strategic analysis, the main findings are transformed into concrete lines of action for companies in the sector. Overall, it is concluded that competing in the orthopedic market of La Alborada requires understanding the needs of each buyer, building trust, ensuring quality and continuity of supply, strengthening business relationships, and adapting promptly to an increasingly regulated, technological, specialized and demanding.