Mostrar el registro sencillo del ítem
Análisis del comportamiento del consumidor por venta de cosméticos en redes sociales en la ciudad de Babahoyo periodo 2020
| dc.contributor.advisor | Toscano Ruiz, Fabian | |
| dc.contributor.author | Rodriguez Moran, Deysi Leticia | |
| dc.date.accessioned | 2021-11-19T17:09:58Z | |
| dc.date.available | 2021-11-19T17:09:58Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/10606 | |
| dc.description | 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. | es_ES |
| dc.description | 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. | es_ES |
| dc.description.abstract | Las redes sociales se han convertido en una herramienta poderosa para la direccionar estrategias que conlleven a la comercialización de productos o servicios, por tanto, este estudio se realiza con el objetivo de analizar del comportamiento del consumidor por venta de cosméticos en redes sociales en la ciudad de Babahoyo a través de los métodos descriptivo, analítico y bibliográfico que hacen referencia al uso de la investigación de tipo cualitativa, como parte de la metodología implementada en esta propuesta investigativa se utiliza la técnica de recopilación de información entrevista, aplicada a través del instrumento cuestionario y la encuesta se obtiene información relativa a el criterio de los habitantes de la ciudad de Babahoyo en referencia a la adquisición de productos por medios digitales además se relaciona a la línea de investigación sistema de información y comunicación, emprendimiento e innovación y la sublínea marketing y comercialización. Estas han permitido identificar los siguientes problemas: cambio de gustos y preferencias del consumidor, no se desarrollan las etapas que conforman el proceso de compra, la calidad del producto no es la que se publicita a través de los medios digitales, no se realiza el análisis de competencia, no se realiza una valoración de los consumidores, no se utilizan redes sociales de tipo empresarial, se establecen precios de leales debido a la creciente competencia, existe un aumento en el consumo de productos extranjero y el signo del cliente es limitado. Dentro del análisis realizado se puede dilucidar que uno de los efectos que surgen debido a las deficientes estrategias que utilizan los emprendedores del sector cosmético a través de las redes sociales generan un volumen de venta reducido. | es_ES |
| dc.format.extent | 35 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2021 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Comportamiento del consumidor | es_ES |
| dc.subject | Posicionamiento | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Gustos y preferencia del consumidor | es_ES |
| dc.title | Análisis del comportamiento del consumidor por venta de cosméticos en redes sociales en la ciudad de Babahoyo periodo 2020 | es_ES |
| dc.type | bachelorThesis | es_ES |
Ficheros en el ítem
Este ítem aparece en la(s) siguiente(s) colección(ones)
Excepto si se señala otra cosa, la licencia del ítem se describe como Atribución-NoComercial-SinDerivadas 3.0 Ecuador