The digital communication and the behavior of the consumer of the company Textil Buenaño of the canton Ambato

Abstract

Introduction, the fall in sales in the textile market is due to the deterioration of economic activity, increase in raw materials, tax pressure, lack of advertising campaigns, limited interaction with the client through advertisements, agglomeration of product benefits which harasses the customer at the time of acquiring said product, that is, it is not possible to capture the maximum attention of it. The consumer shows disinterest in purchasing textile products from the Buenaño company, which is due to a lack of motivation. Objective: Analyze consumer behavior to satisfy needs through various stimuli at the time of acquiring a product at the Textil Buenaño company in Ambato canton. Methodology: The true results obtained in the research were immersed in an analysis of external variables such as digital communication and consumer behavior, for which the beneficiaries will be the Textil Buenaño company, the employment rates such as workers in the local industry those that contribute notably to the economic and social growth of the city and, in turn, external distributors customers and more than through constant innovation in the digital field, the same that is adapted in the textile company to be able to satisfy the consumption needs of textile productivity. Results: Among the results, it is observed in Figure 1: Attractive advertising with 70% which is confirmed to be the most demanded for the textile company to interact with customers while in Figure 2: it is confirmed that the Buenaño company generates monthly digital content that corresponds to 50%, in addition in Figure 3: the degree of dissatisfaction to the product offered by the company is observed in this case the Threads with 16.5%, in Figure 4: it is confirmed with 32.5% that it is The advertising issued by the Buenaño company must be improved with bright colors, finally in Figure 5: it is ratified with 18.75% that the online modality for the acquisition of products should be improved. Conclusion: Through digital communication through social networks, blogs, digital platforms, good publicity can be achieved that creates interest in the consumer to acquire the product, in addition to achieving the perception of it through of stimuli (use of bright and saturated colors, vivid images) and innovation of persuasions (originality, creativity). The contribution of the research will be novel because other studies do not focus on digital communication as a benchmark of opportunities for the company and the client that allows them to express themselves in writing through the easy access of digital platforms such as blogs that represents an instantaneous way in which can express their criteria on the product in order to share their thoughts, constructive criticism that help improve textile productivity and ecological preservation.