Tendencias de consumo de la generación Centennials de la ciudad de Guayaquil, año 2023

Abstract

The research analyzes the consumption trends of the Centennial Generation in Guayaquil during 2023, employing a comprehensive methodology that combines quantitative and qualitative approaches. A representative sample was selected using a stratified sampling method, resulting in 384 individuals from the Centennial generation. Structured surveys were conducted both online and in-person to gather data on purchasing preferences, technology interaction, ethical values, and sustainability. Additionally, qualitative interviews were undertaken to explore individual experiences and factors influencing purchasing decisions, providing a robust foundation for representative analysis and conclusions. Survey results reveal an appreciation for unique in-store experiences, the significance of technology, and the importance of ethical and sustainable values.