Gender and determining factors in the purchase decision of Imbaburean Millennials in 2020

Abstract

This article aims to identify the consumption preferences of Imbaburean millennial generation, specifying their behavior and difference according to their gender and criteria such as quality, price, functionality, and brand. Daily human beings consume products and services that make their lives easier and meet their needs, but what criteria are the most important when making purchase decisions? Throughout this qualitative research, surveys were made on 1,408 Imbaburean; born between 1980 and 2000 to identify what is important for them when choosing a product or service. This age range has very specific behavior’s  characteristics and it represents 23.2% of the total population of Ecuador, enough reasons to make the research. Resulting in ‘price’ as the most important factor when buying for both men and women. Finally, all the results are analyzed, and recommendations are made as advertising strategies that can be applied in benefit of brands.