Análisis de la influencia de la subcultura del comportamiento del consumidor final en la ciudad de Machala.

Abstract

The purchase process and the types of purchase is of great importance to know more about the consumer and to be able to understand their purchase decision making. Ecuador has a great cultural diversity but within these are ethnic subcultures, sexual orientation and political ideology that through an interview conducted in each study group we will analyze the influence they have in the buying process. At the end of the work, the way in which each group is guided by their different beliefs, values or lifestyle is explained.