The present research attempts to determine the buying behavior of consumers older than 45
years old, of a Socioeconomic Level A, B and C +, related to the textile and clothing industry
living in the Metropolitan District of Quito.
The concepts used in this project will serve to strengthen the knowledge about consumer
studies.
The research process begins with the analysis of the external marketing environment, in which
the context and the current situation of the market is generally presented, this includes political,
economic, technological, demographic and socio-cultural factors.
Afterwards, the marketing microenvironment was analyzed through the concepts of Porter's
five forces, resulting in a diagnosis of the reality of textiles and clothing in Ecuador.
Then the research itself, begins first, to research the consumer behavior of this market the
following types of research were used: observation and conclusive descriptive.