| dc.description.abstract | One of the characteristics of today's society is consumption; it is becoming more
personal, autonomous and unpredictable, prompting a swift acquisition also known
as impulsive buying. The purpose of this study is to determine the level of
impulsivity in the buying behavior of women in Cuenca through the offline channel
(physical stores) in relation to the fashion sector.
For the development of the investigation, a structured cross-sectional survey is
performed, with 381 women between 20 and 50 years old. A qualitative and
quantitative study is carried out, where qualitative analysis is used to identify
relevant factors that are incorporated into the quantitative analysis.
Subsequently, with the descriptive analysis of the target audience and based on
the impulsive buying study (IMCOM) proposed by Sarabia and Schmidt, two
segments are defined: the first, women with highly impulsive buying behavior, and
the second, women without highly impulsive buying behavior; managing to verify its
theory by means of the cluster analysis method, which shows that the degree of
impulsivity of the study group of this investigation is between these two levels: high
and low. Furthermore, the results indicate that these impulse purchase levels have
an assertive relationship with the offline channel.
Finally, in order to establish the relationship between the profiles of those surveyed
according to these two levels of impulsivity, the student's statistical tool is applied
which relates level of impulsivity and age, the chi-square statistic that relates level
of impulsivity and income, and the binary logistic regression that relates purchase
preference with area, age, income, level of education, occupation, purchase
frequency, purchase motivation and payment method | |
