ESTUDIO DEL CONSUMIDOR DE JUGUETES Y ACCESORIOS PERSONALIZADOS PARA EL MERCADO INFANTIL EN GUAYAQUIL

Abstract

Business innovation is vital in these changing times. Brands should be aware of new trends to take advantage of new business opportunities. This paper focuses on the study of the toy industry and children's accessories. Nowadays, the most important toy stores in the world are declining in sales and there are emerging projects that specialize in customizing toys and accessories for children. The Internet allows to these entrepreneurs be in contact with its customers through channels online. And, it allows them to know their intrinsic needs and offer a different product base on their particulars requirements. The methodology in the present study has a mixed approach and type of design research is not experimental, with deductive reasoning. The results show there is a positive response for opening a toy store and custom accessories in Guayaquil. It fosters creativity of children to transform their drawings into real objects like: a piece of entertainment, a special gift or a childhood memory. Relational and experiential marketing applied in this type of business are the key to success.