La decisión de compra del consumidor de ropa de vestir en la ciudad de Manta.

Abstract

This study analyzes the factors that influence the decision to purchase clothing in the city of Manta, highlighting the importance of psychological, social, cultural and economic elements in consumer preferences. Through a quantitative and descriptive approach, data were collected from a representative sample of 384 people to explore the interaction between consumer behavior and variables such as price, perceived quality, and cultural trends. The results reveal that social networks have a significant impact on brand perception and purchase motivation. Likewise, factors such as brand reputation and perceived quality are positioned as main determinants, while technological innovation in materials and design has a lower weight. This study highlights the need for digital marketing strategies that take advantage of the technological environment to build customer loyalty and increase competitiveness.