Resumen

AGUILAR MENDEZ, Denisse Loreth; ESPINOZA ARAUZ, Mayra Yasmina  y  MERA BRAVO, Eliana Pilar. Analysis of the behavior of buyers of articles of social expression on commercial dates. Universidad y Sociedad [online]. 2022, vol.14, n.1, pp.484-492.  Epub 10-Feb-2022. ISSN 2218-3620.

The research is oriented to deepen the behavior of the buyers of articles of social expression in commercial dates in the city of Zamora, in Ecuador, especially the stages of the purchase process which are more important for the consumer and the emotions experienced before, during and after purchase. The methodology used was the review of literature from a general framework of consumer behavior to the particular study of consumer behavior in the process of buying social expression items as well as the application of a correlational qualitative-quantitative cross-sectional research. For the study, surveys were applied to a representative sample of 376 young people - adults between the ages of 18 and 32, as well as direct observation techniques, focus group and life stories. Through the research carried out, it was empirically proven that the gift is part of the culture of the Ecuador and constitutes the emotional link to strengthen the relationships, especially in the stage of evaluation of alternatives, information that allowed the microenterprises city to strengthen the relationship between consumer and company through the personalization of the products.

Palabras clave : Consumer behavior; emotions; purchasing process; gifts; articles of social expression.

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