Un modelo explicativo sobre la probabilidad de compra que ejercen las redes sociales en base a variables socio demográficas y psicológicas, en productos de cuidado estético en la ciudad de Cuenca en el periodo 2015-2016

Abstract

The presented work research has as purpose to inform the impact of purchase generated by social networks with respect to the products of aesthetic care in Cuenca City. In chapter I, the research contains the background and theoretical framework which includes a summary of all the research work, methodologies, objectives, and approach of the explanatory model of probability of purchase through social networks. Chapter II contains a market analysis of aesthetic care products in Cuenca City. The approach and execution of research tools: survey and focus group, and the analysis of sales strategies through social networks in representative companies. Chapter III contains a market study, verification of hypotheses, determination of sample size, determination of variables involved in the model obtained by surveys, presentation of results, and construction of the logit model to measure the probability of purchase through social networks. Chapter IV contains recommendations and conclusions.