Análisis del comportamiento de compra del servicio de lavandería de ropa en la Parroquia Tarqui de la ciudad de Guayaquil.

Abstract

Nowdays, going to the laundry centers to provide their services is a clear trend, just need to note the demand for commercial premises that exist in the city of Guayaquil. Focusing on the Tarqui parish, which is the most representative in the city, it was possible to determine that there is a considerable percentage of key consumers of this booming service. Just to consider, 384 cases were analyzed from that parish to survey them, where it was determined that there is a considerable amount among the respondents who carry out the activity of washing their garments through laundries represented by 63%, and 37% of people choose to wash their clothes from home by their own. It is significant to understand that this market segment gives greater importance to the time factor as a fundamental cause by which it chooses to wash its clothes, in addition to other variables such as electric energy saving, the increasing cost of maintaining domestic service, among others. Further it could be known that the advertising medium used to manifest the service is through word of mouth marketing, which comes hand in hand with referrals. Focal group participants expressed that this type of experience service is for them more accurate and credible the version they can hear from a neighbor or acquaintance than from a television medium. It should be emphasized that the greatest benefit for this group is that their garments are delivered ready to be placed in the closet. Based on the study carried out, it was possible to determine the consumer profile for this service.