DECISIVE FACTORS OF CONSUMER PURCHASE: AN APPROACH FOR PRODUCTION AND SERVICE COMPANIES

Abstract

Consumer behavior since ancient times has been a topic of great interest and has even generated problems due to the fact that it is often very changeable, this behavior has been defined as a series of activities developed by a person who searches, buys, evaluates, disposes and uses a good to satisfy their needs, in this research four factors that intervene in consumer behavior were analyzed, which are detailed from the cultural, personal, psychological and social, in order to understand and anticipate the behavior of current or potential customers, who end up in the market. The objective of the study is to identify the decisive purchasing factors of consumers in the province of Tungurahua. This study has a mixed approach, of descriptive scope, since it is based on concepts and developed theories such as economics, psychology and sociology. As a conclusion, it is suggested to carry out training by the marketing department of the companies, since distrust in the methods of payment and interaction between the web platform and the consumer generates losses for the commercial sector.

Keywords: Consumer behavior, Service Company, Production Company, Decisive factors.

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