Análisis de la percepción y preferencias de los negocios multinivel de salud y belleza en la ciudad de Guayaquil durante el periodo 2025.

Abstract

The present study focuses on the analysis of multilevel marketing businesses in the health and beauty sector in the city of Guayaquil during 2025, with the purpose of understanding the perceptions and preferences of distributors, as well as the socioeconomic characteristics that define their participation in this type of venture. Surveys and descriptive and segmentation analysis techniques were applied, complemented with a perceptual map that allowed the visualization of the attributes most valued by the participants. The results showed that the market is mainly composed of women, who represent the most active group in this business model, motivated by the search for additional income, job flexibility, and economic independence. Likewise, the existence of differentiated segments based on socioeconomic factors was identified, confirming that not all distributors behave in a homogeneous manner. Regarding perceptions, distributors value the quality and variety of products, brand reputation, and the social benefits derived from training and networking. In conclusion, this business sector constitutes an economic alternative to generating additional income in the context of unemployment and informality.