Análisis de los factores que influyen en la decisión de compra de ropa en Centennials y su variación por género en la ciudad de Cuenca

Abstract

This research analyzes the influence of commercial factors on clothing purchase decisions among Generation Z (15-29 years old) in Cuenca, Ecuador. It is exploratory descriptive and conclusive relational, with a quantitative approach, using a structured digital survey. Statistical analysis included measures of central tendency, dispersion, and Spearman's correlations, highlighting the Economic and Psychological dimensions as the most relevant out of five evaluated. The "Brand" factor shows a low positive correlation (ρ = 0.112) with purchase decisions; it does not differ by gender, but does by age, with higher valuation among 15-19-year-olds. Cuencan Centennials prioritize recognized brands over quality, design, price, or sustainability, contrasting with global trends. Finally, strategic recommendations are provided for companies targeting this generation.