Factors influencing fruit purchase decisions in the Chachapoyas model market: an analysis using structural equation modeling

• Autores: Barrera-Quispe, Jimena, De-La-Cruz-Alvarado, Robert, Mendoza Zumaeta, Leonardo, Tenorio Zubiate, Horacio, Chavez Guivin, Jorge
• Formato: artículo
• Fecha de Publicación: 2024
• Institución: Universidad Nacional Intercultural Fabiola Salazar Leguía de Bagua
• Repositorio: Revistas - Universidad Nacional Intercultural Fabiola Salazar Leguía de Bagua
• Lenguaje: español
• OAI Identifier: oai:revista.unibagua.edu.pe:article/214
• Enlace del recurso: https://revista.unibagua.edu.pe/index.php/dekamuagropec/article/view/214
• Nivel de acceso: acceso abierto
• Materia: Mercado modelo; Modelos de Ecuaciones Estructurales; factores personales; estrategias de marketing; modelo estructural; Model market; Structural Equation Modeling; personal factors; marketing strategies; structural model

The objective of this study is to identify factors influencing product purchase choices in the sample market of Chachapoyas using structural equation modeling (SEM) using AMOS v.24 software. The sample of 384 customers was composed mostly of women (60%) and young people aged 18 to 30 years (55%), and it was found that personal characteristics such as age, lifestyle and financial situation influenced purchase decisions. The results showed that cultural, social and psychological factors did not have a significant effect. The usefulness of SEM for studying the interaction between multiple variables and validating theoretical models in non-experimental settings was confirmed. These findings underscored the importance of considering personal factors in marketing and business strategies in local market settings. The conclusion is that understanding individual characteristics is important for understanding consumer purchase dynamics in the Chachapoyas sample market and provides a solid basis for designing more effective marketing strategies that align with the needs of local consumers.