Análisis del comportamiento de compra en el segmento de calzado deportivo en el cantón La Libertad.

Abstract

The present research project "Analysis of purchasing behavior in the sports footwear segment in the district of La Libertad" has the objective of analyzing consumer behavior to identify characteristics that help to understand how the consumer behaves and this knowledge allows local companies to better direct their strategies. Many of the companies selling footwear do not focus their efforts on investigating the customer, determining strategies to strengthen competitiveness, profitableness and customer loyalty. A field research was conducted where descriptive and correlational research was applied, using direct observation, interview and survey techniques. After collecting all the information, we proceeded to the analysis of quantitative and qualitative data of the research in which through direct observation we identified the purchasing process of customers, through the survey we were able to quantify with statistical data factors that determine the objectives of the research, as well as to form criteria to then group them and form three segmentation profiles. The MGECC - 2022 model was designed, named after the acronym for the management of consumer behavior strategies, with 8 factors that basically explain key and fundamental elements that based on the research of consumer behavior of sports footwear companies can retain their customers, these factors are the following: market trends, implementation of Customer Relationship Management, identifying the potential customer, empowering the internal customer, brand positioning, good communication, price and promotion.