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dc.contributor.advisorCamacho Coloma, Tulio Telesforo
dc.contributor.authorCarriel Maldonado, Odalys Julissa
dc.date.accessioned2022-04-18T03:21:25Z
dc.date.available2022-04-18T03:21:25Z
dc.date.issued2022
dc.identifier.urihttp://dspace.utb.edu.ec/handle/49000/11164
dc.descriptionDigital marketing has increased its influence in the purchase process, by working with completely visual tools, such as social networks. The easy dissemination of information generated by this medium is a favorable characteristic when marketing a product, due to the scope and influence that originates in the consumer by indirectly implanting the feeling of need and consequently giving thought and even leading to complete the purchase of a product. Consumer behavior has been exposed to various changes over time, being forced to adapt to strategic digital behavior, which is why marketing as an independent discipline in the field of marketing represents a circumstantial element in behavior of the consumer. The need for methods by which a consumer searches for and can acquire a product has modified the purchase process from both the seller's and the buyer's perspective in the face of the evident change from traditional marketing to digitalized marketing. The location of the residents of the citadels on the outskirts of the city of Babahoyo at the height of the Febres Cordero road, as they are in a rural area isolated from the city center and do not have commercial premises around them, generates a notorious problem in a consumer society such as this community, which has been forced to investigate alternatives to satisfy needs, in this way they have resorted to digital marketing.es_ES
dc.descriptionDigital marketing has increased its influence in the purchase process, by working with completely visual tools, such as social networks. The easy dissemination of information generated by this medium is a favorable characteristic when marketing a product, due to the scope and influence that originates in the consumer by indirectly implanting the feeling of need and consequently giving thought and even leading to complete the purchase of a product. Consumer behavior has been exposed to various changes over time, being forced to adapt to strategic digital behavior, which is why marketing as an independent discipline in the field of marketing represents a circumstantial element in behavior of the consumer. The need for methods by which a consumer searches for and can acquire a product has modified the purchase process from both the seller's and the buyer's perspective in the face of the evident change from traditional marketing to digitalized marketing. The location of the residents of the citadels on the outskirts of the city of Babahoyo at the height of the Febres Cordero road, as they are in a rural area isolated from the city center and do not have commercial premises around them, generates a notorious problem in a consumer society such as this community, which has been forced to investigate alternatives to satisfy needs, in this way they have resorted to digital marketing.es_ES
dc.description.abstractEl marketing digital ha incrementado su influencia en el proceso de compra, al funcionar con herramientas completamente visuales, como lo son las redes sociales. La fácil difusión de información que genere este medio es una característica favorecedora al momento de comercializar un producto, por el alcance y la influencia que se origina en el consumidor al implantar de manera indirecta la sensación de necesidad y consecuentemente dar hincapié a pensar e incluso llevar a cabo la adquisición de un producto. El comportamiento del consumidor se ha viso expuesto a los diversos cambios a lo largo del tiempo, viéndose en la obligación de adaptarse a un comportamiento estratégico digital, por ello el marketing como disciplina independiente en el ámbito de la comercialización representa un elemento circunstancial en el comportamiento del consumidor. La variabilidad de métodos por los que un consumidor busca y puede adquirir un producto ha modificado el proceso de compra tanto de la perspectiva del vendedor como del comprador frente al evidente cambio del marketing tradicional a un marketing digitalizado. La localización de los residentes de las ciudadelas de la periferia de la ciudad de Babahoyo con altura a la vía Febres Cordero al encontrarse en la zona rural aislado del centro de la ciudad y no contar con locales comerciales a su alrededor genera una problemática notoria en una sociedad de consumo como lo es esta comunidad, la cual se visto en la obligación de indagar alternativas para saciar necesidades, de esta manera han recurrido al marketing digital.es_ES
dc.format.extent35 p.es_ES
dc.language.isoeses_ES
dc.publisherBabahoyo: UTB-FAFI. 2022es_ES
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 Ecuador*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/ec/*
dc.subjectConsumidores_ES
dc.subjectMarketinges_ES
dc.subjectRedes Socialeses_ES
dc.subjectDigitales_ES
dc.subjectEstrategiases_ES
dc.titleComportamiento del consumidor digital en los residentes de las ciudadelas de la periferia de la ciudad de Babahoyo.es_ES
dc.typebachelorThesises_ES


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