Browsing by Author "Pérez Andrade, Pamela Abigail"

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    Los cambios sociales y su relación con el comportamiento del consumidor femenino con sobrepeso de 20 a 24 años en el siglo XXI en la ciudad de Ambato
    (Universidad Técnica de Ambato. Carrera de Diseño de Modas, 2017-05) Pérez Andrade, Pamela Abigail; Paredes Morales, María Cristina
    Despite the cult of beauty that has governed in this globalized society, and the importance of physical activity in relation to the prevention of cardiodegenerative diseases, sedentarism has been a factor of social problems, such as being overweight. It is here that different phenomena arise in the change of the behavior of the people, who increasingly focus on a standard that sells the media. This situation becomes more noticeable when referring to the female gender. What has led to the acquisition of active behavior, that is, new lifestyle and with it comes the demand for other products. The objective of this study is to identify the reasons for the social changes in the behavior of the female population in the city of Ambato, taking into account the importance given to physical activity and new eating habits, related to Satisfy the new consumption trends that have emerged with regard to the use of clothing. For this, an analysis was made, according to age and gender, on the main influences exerted on women to change their lifestyle and how it has influenced the apparel industry. In addition, a qualitative study was carried out, through the application of interviews to experts to be able to better describe the problem, from a perspective of the reality of the city. All this has a basis in previous theories, which have been revised in bibliographical sources to give greater support to the research. The good interaction of all the information gathered allowed the adoption of new strategies of proposals of clothing, which shows the greater behavioral change in the moment of acquiring clothes to practice any physical activity since the women are exposed to a series of Factors that predispose them to adopt behaviors, so it is necessary to create products thought from the reality of the disagreed market niches, based on the true consumer profiles that are identified today.