Comportamiento de compra de ropa de la Generación Z en el Distrito Central y estrategias comerciales para atraer este segmento.
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Date
2025-06-09
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
La presente investigación se enfoca en el comportamiento de compra de ropa de la Generación Z en el Distrito Central, utilizando un enfoque mixto que combina datos cuantitativos y cualitativos. Este enfoque permite analizar tanto las preferencias y factores sociales, económicos y tecnológicos que influyen en las decisiones de esta generación, como las estrategias comerciales implementadas por las tiendas para captar y fidelizar a este segmento. La primera parte del estudio aborda el análisis del comportamiento de la Generación Z al elegir ciertas modas y tendencias, influenciadas por plataformas digitales y personas influyentes. En la segunda parte, se exploran las percepciones de los gerentes de marketing sobre la efectividad de las estrategias comerciales y de marketing utilizadas para atraer y mantener la lealtad de este grupo demográfico. El método de investigación es no experimental, permitiendo observar y analizar el comportamiento de los participantes en su entorno natural sin manipular las variables, recopilando datos de forma objetiva para identificar patrones y tendencias. El diseño es transversal simple, con datos recolectados una sola vez, durante los meses de octubre y diciembre de 2024, a través de una muestra representativa. La población de estudio se divide en dos segmentos: consumidores finales encuestados y expertos entrevistados, en este caso, gerentes de mercadeo de diversas tiendas de ropa del Distrito Central. Los resultados permitirán obtener una comprensión integral del fenómeno y evaluar las estrategias comerciales más efectivas para satisfacer las necesidades de esta generación.
This research focuses on the purchasing behavior of Generation Z in clothing within the Central District, using a mixed approach that combines quantitative and qualitative data. This approach allows for an analysis of both the preferences and the social, economic, and technological factors influencing this generation's decisions, as well as the comercial strategies implemented by stores to attract and retain this demographic segment. The first part of the study examines Generation Z's behavior when choosing certain fashions and trends, influenced by digital platforms and key opinion leaders. The second part explores marketing managers' perceptions regarding the effectiveness of the commercial and marketing strategies used to attract and build loyalty within this demographic. The research follows a non-experimental method, enabling the observation and analysis of participants' behavior in their natural environment without manipulating variables, collecting data objectively to identify patterns and trends. The design is a simple crosssectional study, with data collected only once during October and November 2024 through a representative sample. The study population is divided into two segments: final consumers surveyed and experts interviewed, specifically marketing managers from various clothing stores in the Central District. The results aim to provide a comprehensive understanding of the phenomenon and evaluate the most effective commercial strategies to meet the needs of this generation.
This research focuses on the purchasing behavior of Generation Z in clothing within the Central District, using a mixed approach that combines quantitative and qualitative data. This approach allows for an analysis of both the preferences and the social, economic, and technological factors influencing this generation's decisions, as well as the comercial strategies implemented by stores to attract and retain this demographic segment. The first part of the study examines Generation Z's behavior when choosing certain fashions and trends, influenced by digital platforms and key opinion leaders. The second part explores marketing managers' perceptions regarding the effectiveness of the commercial and marketing strategies used to attract and build loyalty within this demographic. The research follows a non-experimental method, enabling the observation and analysis of participants' behavior in their natural environment without manipulating variables, collecting data objectively to identify patterns and trends. The design is a simple crosssectional study, with data collected only once during October and November 2024 through a representative sample. The study population is divided into two segments: final consumers surveyed and experts interviewed, specifically marketing managers from various clothing stores in the Central District. The results aim to provide a comprehensive understanding of the phenomenon and evaluate the most effective commercial strategies to meet the needs of this generation.
Keywords
Generación Z, Comportamiento de Compra, Ropa