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Determinar el comportamiento de compra del consumidor que vive en el Distrito Metropolitano de Quito, mayor a 45 años de edad con respecto al sector de la moda textil, que pertenezcan a los niveles Socioeconómicos medio y alto

Abstract:

The present research attempts to determine the buying behavior of consumers older than 45 years old, of a Socioeconomic Level A, B and C +, related to the textile and clothing industry living in the Metropolitan District of Quito. The concepts used in this project will serve to strengthen the knowledge about consumer studies. The research process begins with the analysis of the external marketing environment, in which the context and the current situation of the market is generally presented, this includes political, economic, technological, demographic and socio-cultural factors. Afterwards, the marketing microenvironment was analyzed through the concepts of Porter's five forces, resulting in a diagnosis of the reality of textiles and clothing in Ecuador. Then the research itself, begins first, to research the consumer behavior of this market the following types of research were used: observation and conclusive descriptive. The survey was designed based on the variables of the construct which would determine demographic and behavioral factors of respondents, Through observation and information gathered from secondary sources it was established a set of relevant variables which would be used to form the construct research. These are: demographics characteristics, reasons that induce the purchase, roles in purchase decision, benefits sought, purchasing process, demand, factors influencing the purchase...