Análisis del comportamiento del consumidor por venta de cosméticos en redes sociales en la ciudad de Babahoyo periodo 2020

Social networks have become a powerful tool for directing strategies that lead to the commercialization of products or services, therefore, this study is carried out with the aim of analyzing consumer behavior for the sale of cosmetics on social networks in the city of Babahoyo through descriptive, analytical and bibliographic methods that refer to the use of qualitative research, as part of the methodology implemented in this research proposal, the interview information gathering technique is used, applied through the questionnaire instrument and the survey obtains information related to the criteria of the inhabitants of the city of Babahoyo in reference to the acquisition of products by digital means, it is also related to the line of research information and communication system, entrepreneurship and innovation and the sub-line marketing and commercialization. These have made it possible to identify the following problems: change in consumer tastes and preferences, the stages that make up the purchase process are not developed, the quality of the product is not what is advertised through digital media, the analysis is not carried out of competition, an assessment of consumers is not carried out, business-type social networks are not used, loyal prices are established due to increasing competition, there is an increase in the consumption of foreign products and the customer's sign is limited. Within the analysis carried out, it can be elucidated that one of the effects that arise due to the deficient strategies used by entrepreneurs in the cosmetic sector through social networks generates a reduced sales volume.

• Hlavní autor: Rodriguez Moran, Deysi Leticia (author)
• Médium: bachelorThesis
• Vydáno: 2021
• Témata: Comportamiento del consumidor; Posicionamiento; Estrategias; Gustos y preferencia del consumidor
• On-line přístup: http://dspace.utb.edu.ec/handle/49000/10606