Impacto del branding en la decisión de compra del consumidor en la industria de la moda.

Abstract

The general objective of the study was to analyze the impact of branding on the consumer's purchase decision in the fashion industry, fast fashion segment in Guayaquil in the first half of 2022. Research was carried out that applied the analytical-synthetic method of descriptive-correlational type. The population consisted of 1,552,489 men and women between 15 and 54 years of age, residing in the city of Guayaquil, from which a probabilistic sample of 463 individuals was extracted. The data were collected through a survey of eight (8) items with a Likert scale, to respond with a single common scale for all indicators. The results were analyzed by applying descriptive and inferential statistics functions applying the Spearman correlation coefficient method, to determine the correlations between branding and its elements with the purchase decision. It was concluded that the impact of branding on the consumer's purchase decision in the fashion industry fast fashion segment in Guayaquil in the first half of 2022 is significant, demonstrated with a Spearman index of 0.574 between both variables. Finally, some strategies are proposed for the improvement of fast fashion branding in the consumer's purchase decision.