Shopping behavior of young consumers Comportamiento de compra de los consumidores jóvenes

Abstract

Introduction: Nowadays, predicting market behaviors presents considerable complexity. Numerous variables affect purchase decisions, and in this context, it is necessary to investigate how all these variables influence impulse buying in the city's main stores. Objective: To analyze the factors of the purchase behavior of young customers in the H&M store in the city of Cúcuta for the year 2024. Method: The study is qualitative and divided into three phases. One phase is descriptive, in which the profile of young customers is described through the interview. In the second phase, four characteristic factors of the target audience are analyzed through the survey. Finally, in the third phase, we proceed to propose sales strategies. Result: The interview findings highlight the importance of trends and social networks, among other factors, for the target audience. In addition, the survey reveals that customers value the opinions of their social circle. However, people do not believe their social status or economic situation influences their buying impulses. Conclusions: Most young people are guided by external influences. However, a niche of consumers is still not completely satisfied with the current offer. It highlights the need for further market research to strengthen the brand. Empirical contribution: This research is valuable for society by improving the shopping experience and for academia by broadening the understanding of market dynamics.