TENDENCIAS DE CONSUMO DE LOS BIENES SUNTUARIOS IMPORTADOS EN EL ECUADOR Y SUS POSIBLES CAUSAS

Abstract

The consumption habits of imported luxury goods in Ecuador has changed a lot in recent years as a result of the dollarization enacted by former President of Ecuador Dr. Jamil Mahuad in January 9, 2000, and also as a result of different economic and socio-political factors that Ecuador has experienced like the changes in the inflation’s rate, real wage rate, remittances received, among others. However, there are no up-to-date studies of this imported luxury goods consumption’s trend and its possible causes, which with no doubt will contribute and become a useful tool to better understand the psychology of ecuadorian consumers in the past 13 years. The objective of this thesis research is to identify and analyze ecuadorian consumer dynamics regarding imported luxury goods and make a deep and rigorous methodological analysis for the source of their causes, also we aim to provide a useful and practical tool for entrepreneurs and new entrepreneurs to design better marketing and advertising strategies, and adapt to this new customer and this new business opportunities in Ecuador.