Análisis del comportamiento de compra de Refrigeradoras Side by Side en la ciudad de Guayaquil.

Abstract

The country's economic situation has led some markets to contract, directly affecting the purchasing power of its customers, such as the frequency of purchase or the quantity of products to be acquired. Due to this and other factors, with this paperwork, we seek to analyze the buying behavior of consumers of Side by Side refrigerators in the city of Guayaquil, taking into account what is the process of decision making as well as the process of buying this. To achieve this task, in this paperwork, two investigations are made: using, as a qualitative method, the focus group and applying the use of surveys as a quantitative method in order to know in greater depth the reasons for purchase and, therefore, obtain conclusions to help debug the buying behavior of these consumers. After having carried out these two investigations, it was clear that the market for the refrigeration line still has opportunities for expansion, that there are different types of profiles for the buyer, not only for gender, and these results in the realization and innovation of new strategies. In turn, the existence of interested companies was revealed to know more in detail their current and potential consumers.