Factores que influyen el comportamiento de compra de calzado femenino en la ciudad de Latacunga.
The present research consists of studying consumer behavior and purchase decisions of women's footwear based on psychographic and behavioral variables such as: personality, lifestyle, attitudes, frequency of use, benefit sought, etc. The survey technique was applied by means of a validated and...
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| Format: | bachelorThesis |
| Language: | spa |
| Published: |
2023
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| Online Access: | http://repositorio.utc.edu.ec/handle/27000/11054 |
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Add Tag | Summary: | The present research consists of studying consumer behavior and purchase decisions of women's footwear based on psychographic and behavioral variables such as: personality, lifestyle, attitudes, frequency of use, benefit sought, etc. The survey technique was applied by means of a validated and referenced Likert scale instrument according to APA 7 standards, in a representative sample designed by stratified random sampling and simple random sampling techniques, oriented to the economically active female population in a range of 20 to 70 years of age. Then, with the database collected, we proceeded in the first instance to perform an exploratory factor analysis in order to establish the internal structure of the set of variables and identify patterns and relationships between them, obtaining five factors that contribute to the behavior of this type of customers, these being: Information-needs, payment options, value, quality, promotion. Finally, a clustering analysis was applied using the K-means algorithm, which allowed to optimally characterize the individuals in three defined groups or clusters that were configured in the customer profiles of women's footwear in Latacunga city, information needs, payment options and value, quality and promotions, thus determining the behavior in these market segments. |
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