<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2528-7907</journal-id>
<journal-title><![CDATA[Revista San Gregorio]]></journal-title>
<abbrev-journal-title><![CDATA[Revista San Gregorio]]></abbrev-journal-title>
<issn>2528-7907</issn>
<publisher>
<publisher-name><![CDATA[Universidad San Gregorio de Portoviejo ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2528-79072018000200050</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[ANÁLISIS DEL COMPORTAMIENTO DE COMPRA DEL PORTOVEJENSE EN EL SECTOR DE ELECTRODOMÉSTICOS DESPUÉS DEL 16A.]]></article-title>
<article-title xml:lang="en"><![CDATA[ANALYSIS OF PURCHASE BEHAVIOR OF PEOPLE FROM PORTOVIEJO IN THE APPLIANCE SECTOR AFTER 16ª]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Andraus Quintero]]></surname>
<given-names><![CDATA[César Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Limonta Más]]></surname>
<given-names><![CDATA[Rauny Javier]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad San Gregorio de Portoviejo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad San Gregorio de Portoviejo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<volume>1</volume>
<numero>22</numero>
<fpage>50</fpage>
<lpage>59</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2528-79072018000200050&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2528-79072018000200050&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2528-79072018000200050&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN En el comportamiento del consumidor intervienen factores internos y externos, los cuales influyen en las decisiones de compra de los individuos. El terremoto del 16A del 2016 en Ecuador, provocó gran destrucción en las provincias de Esmeraldas y Manabí. Portoviejo, la cabecera cantonal de esta última, fue de las ciudades más devastadas por el sismo. Qué repercusión provocó este evento en el comportamiento del consumidor portovejense, fueron las principales interrogantes del estudio. Bajo estas cuestiones resultó necesario analizar el comportamiento de compra de los portovejenses en el sector de electrodomésticos después del 16A. Para esto se realizó una investigación con enfoque mixto, donde se aplican técnicas cuantitativas y cualitativas, se realizan encuestas a los habitantes de la ciudad de Portoviejo y entrevistas en profundidad a dueños o gerentes de locales de electrodomésticos. A pesar del daño psicológico y económico causado por el desastre natural, en los resultados no se evidenció un rechazo a los bienes materiales por parte de los afectados, los portovejenses recompraron sus equipos al sexto mes, influyendo principalmente en la decisión de compra; la familia y las promociones de ventas; además priorizan la compra de televisores y consideran algunos factores como el estatus social y la calidad.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Consumer behavior involves internal and external factors, influencing these in the purchasing decisions of individuals. The 16A earthquake of 2016 in Ecuador, caused great destruction in the provinces of Esmeraldas and Manabí. Portoviejo, the cantonal head of this last one, was of the cities more chopped by the earthquake. What repercussion caused this event in the consumer behavior of people from Portoviejo, were the main questions of this study. Under these questions it became necessary to analyze the buying behavior of people from Portoviejo in the appliances sector after 16A. For this, a mixed research approach was applied, applying quantitative and qualitative techniques. In the first one, surveys were carried out on the inhabitants of the city of Portoviejo to be complemented by a qualitative, in-depth interview with owners or managers of domestic appliances. The results show that despite the psychological and economic damage caused by the natural disaster, there was no evidence of a rejection of material goods by the affected, the people from Portoviejo bought back their equipment in the sixth month, mainly influencing the purchase decision; family and sales promotions; also prioritize the purchase of televisions and consider some factors such as social status and quality.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comportamiento de compra]]></kwd>
<kwd lng="es"><![CDATA[consumidor portovejense]]></kwd>
<kwd lng="es"><![CDATA[desastre natural]]></kwd>
<kwd lng="es"><![CDATA[electrodomésticos]]></kwd>
<kwd lng="en"><![CDATA[Behavior of purchase]]></kwd>
<kwd lng="en"><![CDATA[consumer from Portoviejo]]></kwd>
<kwd lng="en"><![CDATA[natural disaster]]></kwd>
<kwd lng="en"><![CDATA[domestic appliances.]]></kwd>
</kwd-group>
</article-meta>
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