Factores que inciden en la decisión de compra en productos y servicios médicos para mascotas del sector emergente de la provincia de Santa Elena y Guayas, año 2018.

Abstract

The study aims to analyze the factors that influence the decision to purchase products and medical services for pets from the emerging sector of the Province of Santa Elena and Guayas, he methodology used was of a quantitative nature, 400 people were surveyed, who own a pet and who regularly make purchases of products and services for these. For the analysis of data, the use of the statistical technique of exploratory factor analysis (AFE) was proposed. Among the results, it was demonstrated that the seven factors that explain the purchasing decision process of products and services for pets are: (a) high quality awareness, (b) convenience, (d) price awareness, (d) knowledge of brand, (e) brand loyalty, (f) available information and (g) impulsivity. Therefore, any store or retailer that efficiently applies this model will eventually increase customer retention, market share and competitiveness.