Influencia de los colores en la toma de decisiones de compra de ropa en jóvenes entre 20 a 25 años, en Centros Comerciales del sector Centro – Norte de Quito periodo 2021 – 2022.

Abstract

The influence of color on consumer behavior has been the subject of analysis in marketing due to its ability to generate immediate emotional and cognitive responses. Color psychology examines how hues affect mood and purchasing decisions, activating brain areas linked to desire, trust, and need. This knowledge is fundamental for entrepreneurs and marketing specialists, as it allows them to align their strategies with the color preferences of young people, optimizing sales and fostering a stronger emotional connection with customers. In neuromarketing, neuroscientific methods are used to analyze consumer behavior in relation to the market, enabling brands to design more effective spaces and campaigns. Young people aged 20 to 25 are influenced by social media, which showcases fashion trends emerging daily, prioritizing style, comfort, and quality when acquiring their clothing. Marketing campaigns that use strategic colors have proven effective in attracting this demographic group. In the post-pandemic period, physical sales increased thanks to visual strategies. Shopping centers in the north-central area of Quito have recorded higher sales due to their ability to integrate international trends with local preferences, highlighting fashion and exclusivity. Local brands have managed to compete with international brands by offering consumers contemporary fashion at competitive prices, adapting their strategies to meet the needs and desires of the market.