Factores que influyen en el comportamiento de compra de los consumidores de cosméticos amazónicos de la empresa Rukumama.

Abstract

In recent years, the natural cosmetics industry has seen a growth in the natural cosmetics sector, therefore, it is of utmost importance for companies to understand the consumer behavior of the natural cosmetics industry. This consumer information helps to identify and better understand consumers, promote a competitive advantage by differentiating in the marketplace, and contribute to the sustainability of the company by improving marketing strategies. For the microenterprise Rukumama this information is key, therefore, research was carried out with the objectives of describing the sociodemographic and behavioral characteristics of its consumers, identifying the factors that influence their purchasing behavior and detecting important market segments, with the purpose of proposing recommendations that contribute to the design of the company's marketing strategies. A quantitative methodology with a descriptive and exploratory approach was used. A convenience sampling was applied to 150 consumers. Data were analyzed using descriptive techniques, principal component analysis (PCA) and cluster analysis. The results revealed that value perceptions, product authenticity and personal factors are important determinants in the purchase behavior of the surveyed consumers of Rukumama Amazon cosmetics, who were mostly female, of mature age, with a high educational level. Therefore, it was recommended that the company execute segmented marketing campaigns targeting these three groups.