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Title: Factors of consumer behavior in the purchase process of peruvian bodegas in the context of Covid-19
Authors: Palacios Palian, Patricia Del Pilar
Rosado Casaño, Herlin Aydee
Tolentino Camarena, Leddy Milagros
metadata.dc.contributor.advisor: Vicente Ramos, Wagner Enoc
Keywords: Comportamiento del consumidor
Infecciones por Coronavirus
Publisher: Universidad Continental
Issue Date: 2022 29-Mar-2023
Citation: Palacios, P., Rosado, H. y Tolentino, L. (2022). Factors of consumer behavior in the purchase process of peruvian bodegas in the context of Covid-19. Tesis para optar el título profesional de Licenciada en Administración y Marketing, Escuela Académico Profesional de Administración y Marketing, Universidad Continental, Huancayo, Perú.
Abstract: The objective of the research was to determine the factors of consumer behavior that influence the purchase pro- cess of bodegas in the context of COVID-19 in the year 2021. The study was carried out from the quantitative approach, with a research design non-experimental-transversal-explanatory. A questionnaire consisting of 31 questions was applied to 399 consumers who attended Peruvian bodegas, who were randomly selected for the application of the instrument. The results generated by structural equations show that social factors and psychological factors of consumer behavior signifi- cantly influence the purchase process (p < 0.05); however, unlike the previous results, the cultural factors of consumer behavior do not have significant implications in the purchase decision (p value = 0.054 < α = 0.05) and in the feeling after the purchase (p value = 0.082 < α = 0.05), as well as the personal factors of consumer behavior do not have significant im- plications in the activity prior to the purchase (p value = 0.456 < α = 0.05). The conclusion of the research mentions that the factors of consumer behavior have an influence on the purchase process, however, some factors show a greater impact in the study.
Extension: p. 387-395.
metadata.dc.rights.accessRights: Acceso abierto
metadata.dc.source: Universidad Continental
Repositorio Institucional - Continental
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