Percepción del consumidor guayaquileño sobre la sostenibilidad de las marcas de maquillaje y su impacto en la intención de compra

Abstract

This article seeks to evaluate consumer perceptions in the city of Guayaquil, the sustainability of each makeup brand, and the purchase intention for each product, assessing each of the important points in order to increase sales. The research process consists of defining consumer interests in cosmetic products that have a significant ecological impact on their purchasing decisions. To carry out the research, several types of methods were used to ensure that consumers continue to have a positive outlook when investing in quality products, with customers preferring that each makeup brand be linked to health and personal care. Surveys and interviews were used, and a total of 384 makeup consumers were asked various questions about loyalty strategies and what they think about eco-friendly packaging and the authenticity that defines a brand. In addition, three interviews were conducted with experts who identified the results that can be obtained from a good marketing strategy to change customer perspectives. In conclusion, the study shows the loyalty of consumers in Guayaquil, who react quickly to prices, quality, and the service they receive. This factor not only increases sales but also ensures a greater presence in the cosmetics market.