Análisis del comportamiento del consumidor actual y potencial de la Ferretería Pilay del cantón La Libertad.

Abstract

The present investigation was carried out with the purpose of analyzing the behavior of the consumers of the Pilay Hardware store, located in the canton of La Libertad. Given that the company as a result of the pandemic presented a reduction in its sales that affected its competitive position within the market and that to date has not been able to recover. Therefore, a descriptive market research was proposed, with a mixed approach, using the consumer survey, in-depth interviews with the owner of the company and the owners or managers of the main competing hardware stores, and an observation sheet to Evaluate the buying behavior of consumers in competing companies. Among the main findings of the research, the following stand out: the pandemic generated a change in consumer behavior; It negatively impacted the sales of hardware stores, but not all of them managed to recover after the pandemic; Pilay Hardware store sales do not reach pre-pandemic values. Finally, to improve its competitive position, the company must focus its strategies on improving its prices and customer service, since these aspects are for those who have stopped buying from them and for those who opt for the competition.