TITLE:
Perception and Preferences of Consumers in the Retail Sector: A Case Study in the City of Loja-Ecuador
AUTHORS:
Max Boada, Maria Boada, Francisco Morocho
KEYWORDS:
Consumer Behavior, Retail Sector, Marketing Strategies, Customer Relationships, Ecuador, Loja, Purchase Decision
JOURNAL NAME:
Open Journal of Business and Management,
Vol.11 No.3,
May
31,
2023
ABSTRACT: Consumer behavior is essential for the success of
businesses in the retail sector, as it allows for the design of effective
marketing strategies and the improvement of customer relationships. In Ecuador,
the retail sector has experienced significant growth, and companies must stay
informed about trends and behavior patterns to remain competitive. This study
examines consumer behavior in the retail sector of Loja, Ecuador, and determines
how perceptions influence their purchasing preferences. Simple random
probability sampling was employed, with surveys administered to 500 individuals
across various commercial sectors within the city. Responses were analyzed
using the SPSS statistical software. The results revealed valuable information
regarding the preferences, characteristics, and perceptions of consumers in
Loja. Relationships were identified between consumer perception and consumption
dimensions in the retail sector, allowing for the establishment of relevant
conclusions. These findings may serve as a basis for future research and
support business decisions in the retail domain.