Relación entre el proceso y comportamiento de compra del consumidor en supermercados

Abstract

This research analyzed the correlation of the factors that influence the consumer behavior and his buying process in the supermarkets of Guayaquil's city. Using the application of a survey and a correlational-explanatory analysis, where its result are coefficients of Tau b of Kendall in the variables and study dimensions analyzed in the 4 most important supermarkets chains by sales volume of Guayaquil. The variables that were used for this purchase process study are the recognition of the need, search, evaluation and post purchase and by the behavior of purchase the study analyzed the complex, dissonance, variety and habitual purchases. The conclusion of this study indicates that the hypotheses are approved, since, in each of the cases studied, the p-values of the bilateral significance are lower than 5%, with respect to the correlation. This study analyzed results where the evaluation preserves correlation with 6 of the 8 proposed variables, products with a greater interest on reasearch of information and indicates the nona correlation of the dissonance with the other variables, this is due to the fact that consumers tend to make valued purchases with lower value of the conformity, in other words, their purchases are more technical and more essential.