Impulse purchases of new products: An empirical analysis of the commercial sector of the province of Tungurahua
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Abstract
Impulse purchases of new products have become a key element for entrepreneurs in the commercial sector, since, due to the emotions that consumers express, the demand for products positioned in the market increases, for this reason, sales rise significantly. Therefore, the objective of this research was to analyze the behavior of the acquisition of new products in commercial companies in the province of Tungurahua. The factor analysis statistical model was drawn to determine the coincidence of consumer behaviors versus impulse purchases. To do this, 180 people who purchased a new product in the last 6 months were selected. Findings showed that new product awareness and consumer desire based on enthusiasm and personal esteem promote impulse buying behavior and intention. It was concluded that some of the determinants of impulsive buying is materialism and emotional stability with a high degree of significance.
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Alejandro Andrés Loor-Noboa, Universidad Técnica de Ambato - Ecuador
https://orcid.org/0000-0002-9163-8119
Loor Noboa Alejandro Andrés, Bachelor of Science from the "San Pedro Pascual" Educational Unit, I am currently completing my third-level studies at the Technical University of Ambato, Faculty of Administrative Sciences. In the labor area, I carried out my pre-professional practices as an assistant in the Marketing area. at the "Automotores de la Sierra" dealership in the city of Ambato, and management assistant at the "El Molino" micro market located in the city of Quito, I am currently actively working in the commercial business of basic necessities.
Kevin Gustavo Paez-Salguero, Universidad Técnica de Ambato - Ecuador
https://orcid.org/0000-0003-3071-1594
Graduated in Industrial Engineering at the Technical University of Manabí, Master in university teaching and educational research at the National University of Loja. PhD at the Atlantic International University. – AIU.- Higher Diploma in Research, at the Higher Agricultural Polytechnic School of Manabí (ESPAM); in 2007, Higher Diploma in University Education by Competition. University of Azuay 2010. Professor at the Eloy Alfaro Lay University of Manabí, Faculty of Administrative Sciences.
Klever Armando Moreno-Gavilanes, Universidad Técnica de Ambato - Ecuador
https://orcid.org/0000-0001-9870-8821
Klever Moreno Gavilanes, Doctor in Business Sciences from the Rey Juan Carlos University (Spain). He has fourth-level academic degrees of Master's Degree in Curricular Design and Educational Evaluation (Ecuador), Master's Degree in Business Financial Management (Ecuador), and Master's Degree in Business Organization (Spain). Within the third level academic degree, he is a Business Engineer and a Bachelor of Administrative Sciences from the Technical University of Ambato (Ecuador). Related to his teaching0. experience, he has directed Postgraduate Modules in several universities in the central area of Ecuador. He was Director of Research Projects at the Technical University of Ambato. Currently, he is a full-time professor at the Faculty of Administrative Sciences of the Technical University of Ambato (Ecuador). As part of his professional experience, he has served as Assistant Dean of the Faculty of Administrative Sciences and Coordinator of the Marketing and Business Management Career at the Technical University of Ambato. He is currently a deputy member of the Council for Higher Education (CES).
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