Comportamiento de consumidor millennial y centennial en la decisión de compra de réplicas de gafas de sol en Machala.

Abstract

The aim of the work is to analyze the behavior of the consumer millennials and centennials when buying replica sunglasses in the city of Machala. The methodology uses the quantitative approach through a survey applied in Google Form to one hundred and twenty consumers, and the variables of consumer behavior, WOM, brand value, brand image and millennial/centennial generation used as targets focused on this research. The results obtained show that both the millennial and centennials segments, although their economic status is different on the market, have a high tolerance for the purchase or use of replicas products, and it is also determined that, for both segments, the original brands do not have much differentiation between characteristics compared to replicas products (sunglasses) more than of its own origin. Consumers are mainly motivated by the price but not by the brand or brand prestige.