Análisis de las nuevas tendencias de búsqueda, evaluación y compra de los productos: “entretenimiento y vestimenta” basados en los estilos de vida (emprendedores y tecnológicos) en la ciudad de Cuenca, período 2016-2017

Abstract

This study analyzed trends in the rational purchasing process On-Line oriented to two lifestyles: Entrepreneur and Technological in the market of Cuenca, based on the model of consumer making decision according to Schiffman. It was used with the conclusive research design of descriptive character with a simple cross cut. The results were established through statistical inferences, applying bivariate analyzes. A survey was carried out on a sample of 309 people, of whom 62% had an entrepreneurial lifestyle and 38% had a technological life style. The study consists of two instance; in the first one, it is analyzed if the new technologies have modified the habits of: search, evaluation and purchase. In the second part, it was determined that the response time in the purchase decision varies according to the lifestyle. For the first instance the existence of changes within the purchase process was confirmed. The result obtained for the second instance was that if there is a variation in the response time in the purchase decision based on the lifestyle. Finally, based on the data collected, purchase profiles were constructed for the mentioned lifestyles, thus presenting a more orienting panorama for the development of Digital Marketing in the city of Cuenca.