Consumer behavior and purchase decision process in a clothing store in the Mall Aventura Plaza shopping center in Trujillo – 2021

Abstract

The present research work aims to determine the relationship between consumer behavior and the purchase decision process in a clothing store in the Mall Aventura Plaza shopping center in Trujillo -2021, since there are many research studies that specify that it is of real importance for companies, because there a re internal and external factors that make consumers make the decision to buy in the store, but if this does not become effective, the bra nd recognition in the market would be lost. This research is of quantitative approach, type of research with applied purpose of transversal and non-experimental temporality with a correlatio na l research design, an infinite population since the size of consumers in the clothing store of the Mall Aventura Plaza shopping center in Trujillo is unknown and our population of 384 consumers of the store in the period of 2021. With this, it was obtained as a result tha t, if there is a correlation between the two variables of the thesis project, having as Spearman's Rho coefficient of 0.222** which is deduced that it has a direct relationship since it is a positive value, in additio n its significance value is (Sig.<0.05) of low grade. As a conclusion, it is recommended to take into account this direct relationship and in the same way to continue conducting market research from time to time since consumers are changing their opinions and perceptions over the years and thus obtain insight rich in information for our customers in order to benefit the company.