Análisis del comportamiento de compra de la marca Hood Island en Guayaquil.

Abstract

The objective of this research was to determine the purchasing behavior related to the Hood Island brand, a family-owned microenterprise specializing in handmade slip-cast ceramics located in the city of Guayaquil. The study was conducted using a mixed-methods, sequential, exploratory, non-experimental, cross-sectional, and field-based approach. In the qualitative phase, a focus group was conducted with eight consumers; the findings from this group were used to refine the design of a structured survey, which was subsequently administered to a sample of 385 people in Guayaquil, determined using the formula for an infinite population and simple random sampling. The results showed that consumers of handmade pottery are primarily young women between the ages of 18 and 31, whose purchasing decisions are influenced by design, price, and their appreciation for handmade products. Furthermore, purchasing motivations are related not only to functional aspects but also to emotional well-being, social interaction, and support for local entrepreneurship. Social media and entrepreneurship fairs emerged as the primary channels for discovering these types of brands, although a gap was evident between brand awareness and active engagement on social media.