Perfil y comportamiento del consumidor en el Centro Comercial Tintal Plaza de la ciudad de Bogotá-Colombia

Abstract

The purpose of this research is the analysis of the consumer profile and buying behavior at Tintal Plaza Shopping Center through sociodemographic factors, visit patterns, and the attributes that affect the consumer experience. This study uses a quantitative approach and the design of the research is a non-experimental, cross-sectional, and descriptive design. This study used a questionnaire for data collection from 40 customers and the results have been analyzed using descriptive statistics. It can be seen from the findings that most of the consumers belong to 18-35 age group, are frequent visitors, and shopping is the main purpose of their visit. Safety, variety of stores, and entertainment area are considered as important attributes. The majority of the consumers were satisfied with the overall experience, willing to recommend the shopping center and interested in sustainable products. From this study, it can be concluded that consumer profiling and preferences provide useful information to improve the marketing strategies of shopping centers.