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Post-pandemic consumer behavior in Ecuador's commercial sector

Abstract:

The pandemic caused by the Covid-19 virus became a challenge for companies, since the new environmental conditions influenced changes in consumer behavior. Therefore, the objective of this research focused on analyzing the factors that influence consumer behavior in companies in the commercial sector of Zone 3-Ecuador during the post-Covid-19 pandemic. It was based on a correlational study with a bibliographic design that applied the deductive-inductive method and the analysis-synthesis method to reach the conclusions. Two populations whose samples were 381 commercial companies and 385 inhabitants belonging to the economically active population were analyzed, applying two questionnaires to diagnose the current situation after the pandemic, supported by Cronbach’s Alpha as a reliability analysis and an exploratory factorial analysis together to the structural equation model for data processing. The results showed that the consumer profile is part of a young audience, preferably women who are studying or who have finished their studies, who use social networks to buy products or services, especially beauty, clothing, cosmetics and food, who value the secure payment options, as well as the use of direct messaging applications. As conclusions, it was identified that price and quality are factors that directly influence the purchase decision, together with the recommendations and experiences of family or friends, therefore, business actions and strategies should focus on these preferences to attract new customers. customers and retain them.