Análisis del comportamiento de compra de la línea Ratán en la ciudad de Guayaquil.

Abstract

The purpose of this academic study is to analyze the behavior of the Rattan Line in the city of Guayaquil. When referring to the problem of the same, it indicates the industrial environment, as well as economic in Ecuador. The continuous innovations of plastic companies to be able to provide a quality product to the consumer. That is why it is proposed to identify the perception of the consumer regarding their choice between price, quality, status, brands, as well as his after-sales opinion when choosing or acquiring Rattan plastic products in the city of Guayaquil. Through both qualitative and quantitative research techniques, data were obtained that provide a clearer perspective on consumer behavior with this type of product. The data provided by the research tools, give us the conclusion that the plastic product Rattan has a very good reception among consumers, specifically in open environments such as the home garden. However, it is not a product that is constantly required, referring to its purchase. According to the opinions of the participants of this study, it is recommended to innovate in new colors, dark or sober, following the essence of the Rattan style.