Estudio del comportamiento de compra y cultura de consumo de la generación y (Millenials) de los universitarios– caso universidad Santiago de Cali (USC)

Abstract

This project is a research about the purchase behavor and consumer culture of the pregrade students from Santiago de Cali University in Millenials generation, in Cali city, the research considers purchase behavor aspects, culture behavor, social factors, generationals factors, digital medias, among others external and internal factors, influentials at time to take a purchase. The metodology was a research of simple market, where uses tecnics cualitatives and cuatitatives, cause to response how is the purchase behavor of studets. The tecnic was a cross simple design, through focal poll, whit 22 questions aplied to 409 studens, later performed whit data treatment, finally present a statistical analisys for conclude which are most relevants and influence factor to take buying desicion in Sanitago de Cali University.