Influence of marketing strategies in the generation of consumer habits of luxury goods in Ecuador

Abstract:

This article analyzes the profile of the consumer, the habits of purchase of luxury goods and their relationship with marketing strategies in the provinces of southern Ecuador. Household heads with incomes below the cost of the basic food basket were surveyed. It was determined that sodas are the most consumed; the strategy that more influences in the consumption is distribution; and the mass media of greater access is television.

Año de publicación:

2017

Keywords:

• Consumer habits
• income
• Luxury goods
• MARKETING

Fuente:

scopus