Plan estratégico de importación y comercialización de productos Kawaii en el mercado juvenil de Guayaquil.

Abstract

In Guayaquil, Kawaii products show a sustained increase in demand, leading importers to purchase according to current trends; however, as young people quickly lose interest in these products, an overstock of inventory is generated. Therefore, the youth market in Guayaquil, specifically individuals between 15 and 29 years old, was evaluated to identify their product preferences and purchasing channels. In this way, importers are guided on which products to import, when to import them, and through which channels to market them. The methodology applied was a mixed-methods approach at a descriptive level, using surveys of the target audience and analyzing information on import processes. The study determined that social media influences purchasing decisions and that better planning of import volumes is necessary. Brand licensing strategies and aspects related to packaging were implemented to reduce risks and, in case of excess merchandise, facilitate commercialization in areas such as the south and north of the city.