Influencia del marketing digital en el comportamiento del consumidor joven adulto en la parroquia de Sangolquí durante el último lustro.

Abstract

The purpose of this study Influence of digital marketing in the behavior of the young adult consumer in the parish of Sangolquí during the last five years. (Camino, Cueva, & Ayala, 2004) refer to the fact that the study of consumer behavior is of interest to all of society, since we are all consumers. From a business perspective, marketers must understand everything that affects their market to design successful business policies. Knowing the tastes and preferences of consumers will help to correctly segment the market. Behavior refers to the internal and external dynamics of the individual, which takes place when he seeks to satisfy his needs with goods and services. Applied to marketing, it is the decision process and physical activity to search, evaluate and purchase goods and services to satisfy needs. It is for this reason that this research work focused on the various applications of new technological trends that will allow innovating the traditional way of advertising as the desire to execute digital marketing as an essential tool. However, the new generations are increasingly demanding, speaking clearly of young people who prefer more versatile and current brands, leaving the conventional or boring for something fresher and more current. Social networks such as Facebook, YouTube, Instagram and Twitter in recent years have been the favorites of the young adult consumer, but every day they must be updated according to the new trends in technology that appear in the market.