Análisis del comportamiento de compra de productos artesanales en la provincia de Santa Elena.

Abstract

The objective of this research project is to analyze the purchasing behavior of artisanal products in the province of Santa Elena, Ecuador. The aim is to identify the main factors that influence purchasing decisions and consumer perceptions. To this end, the study was conducted using a mixed exploratory and descriptive approach, employing quantitative tools such as a survey of people aged between 14 and 45, while the qualitative tool was implemented through interviews with artisans. The results show that the most valued factors are quality and durability, followed by affordable price and personalized design. Likewise, the hypotheses were tested using the chi-square test, which showed that the use of digital platforms has a positive influence on demand and that recommendations from family and friends have a significant impact on purchase intention. Finally, three consumer behavior profiles were developed as a proposal to improve the marketing of artisan products.