Consumer behavior in pandemic, a view from the real estate sector in the province of El Oro
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An article template and instructions on the editorial process and the text, figure and references format are provided. The objective of this research is to explore the behavior of the real estate consumer in times of pandemic from the perspective of real estate companies, through the analysis of the literature on the Theory of Planned Behavior (TBP) and the application of structured interviews to their managers, with the purpose of understanding this behavior in a local context. A descriptive qualitative methodology was applied and seven companies in the real estate sector in the province of El Oro were selected to collect information on the variables that make up the TBP. The results indicate that consumer behavior is a consequence of external factors such as economic, mobility and distancing restrictions taken by governments during the pandemic; and internal consumer factors such as attitude, subjective norms, perceived behavioral control and behavioral intention. The research shows that attitude and subjective norms are relevant as an antecedent to intention; since, when consumers are insecure and do not have the support of family and friends, they have lower purchase intention, which affected consumer behavior and generated a decrease in sales in the real estate market. At the business level, this research contributes to the change of management perspective, as well as to the development of new marketing and advertising strategies. Establishing that the new strategies should consider the use of new technologies and the primary focus on the sentimental attachment with the buyer's family and friends.
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Bryton Jaime Pesántez-Nieto, Universidad Tecnica de Machala - Ecuador
Work experience
Marketing Director at Proyecpe Group.
General Manager at Grupo Ditela.
Sales agent in American furniture. freelancer in graphic brand design, packaging and visual identity.
External consultant at Teatro Alejandro Campoverde Andrade
Academic profile:
Ongoing university studies at the technical university of Machala marketing career.
High school graduate with a specialty in programming.
Trainings:
Master in graphic and audiovisual design from the Camara de comercio internacional
Digital marketing in Camara de comercio internacional
Level B1 in English language.
Gabriel Alexander Sanchez-Cumbicos, Universidad Tecnica de Machala - Ecuador
https://orcid.org/0000-0003-3854-2676
Work experience:
FreeLancer in graphic design for brands and advertising post.
Academic profile:
Graduated from secondary level with the specialty of computer technician. Ongoing university studies at the technical university of Machala.
Training:
Photoshop course Given by the Machala prefecture. Course of web browsers by the prefecture of Machala. Level A2 in English.
María Fernanda Villavicencio-Rodas, Universidad Tecnica de Machala - Ecuador
Research professor at the Universidad Técnica de Machala, Engineer in Marketing and Negotiation, Master in Business Management, PhD Candidate in Marketing at the University of Valencia Spain, Marketing Consultant, Qualified Trainer (SECAP). Six years of university Teaching, experience in Marketing, Marketing Management, International Marketing, Product Development, Leadership and Negotiation. Teacher Member of the COMARK Research Group. Place of residence Machala Ecuador.
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