Análisis de los factores que influyen en el comportamiento del consumidor de Almacenes Jácome de la ciudad de Riobamba

Abstract

The present research work, Analysis of the factors that influence the behaviour of the consumer of Almacenes Jácome of the city of Riobamba, aims to determine strategies that help improve the decisión making of purchase of household appliances. To which qualitative – quantitative research was applied, using techniques such as observation, the survey based on the predetermine model of consumer behaviour of Howard and Sheth and finally the biometric eye tracking equipment was used to analyse advertising images. After the data was analysed and interpreted, it was evidenced that the most relevant decisión factors are: quality, durability, convenient prices, brand, customer service and product delivery time. Also, he demonstrated the need to improve the information médium that social networks prefer, in terms of experimentation, it was possible to identify that the images do not have elements that attract the attention of consumers. The present work has as a proposal to design strategies that help to improve the purchase decisión making based on the factors of consumer behaviour. Using motivation and persuasión tolos through social networks, promotions at the point of sale, thus encouraging the purchase. It is recommended to implement the proposed strategies to increase the consumption of the products offered by the company.