Análisis de la influencia de los factores psicológicos y sociológicos en las decisiones de compra en las perfumerías del sector norte de Quito en el periodo 2023-2024

Abstract

Perfume is a function of natural and synthetic components, thus forming a fragrance that is pleasant for an olfactory experience since it can be used on the body, improving personal hygiene, as well as in environments, leaving a fresh aroma, with consumers being the ones who promote purchase, being influenced by several factors, including psychological ones (internal criteria of the consumer that can motivate the purchase by appealing to their emotions, in such a way that the consumption of the product or service is promoted) and sociological (aspects external factors that influence the behavior and purchasing decision of consumers, since, when operating within a society, information is shared about what their experience was with the product or service), in turn, the company obtains profitability, as a result. so that both parties benefit. To make a purchasing decision, customers must go through a process in which there are several important points, including the expectations that the buyer has about the product as well as the emotions that are present from the beginning of the purchase until after it and These being positive can generate customer loyalty, this part is influenced by sensory marketing in which it can be interpreted that the intention of the brands is to leave their sensory mark on their customers, which can be evidenced in the store environment. of perfume, causing behaviors that influence the purchase of their products.