Cultura de Consumo y Tendencias de Marketing en Guayaquil

This compilation of academic articles addresses various strategies used by Ecuadorian SMEs. Topics such as neuromarketing, digital marketing, consumer culture and purchasing behavior are key to providing answers to consumers. With case studies -from what supermarket customers buy, consumption of beverages or clothing- the texts collected here establish consumer profiles in Ecuador. Eighteen authors - as part of their degree work in Business Administration at the Salesian Polytechnic University - put on the table variables of creativity and innovation that companies require for the customer to search and find what the market has to offer. The researchers raise issues such as the growing e-commerce or online banking services and the preferences of the Ecuadorian consumer, thus giving clues to small businesses about the buying culture of the consumer in the country.