Browsing by Author "Ponce Valencia, Jenny Lorena"
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Item Factores influyentes en la decisión de compra de millenials colombianos(Universidad Santiago de Cali, 2020) Ávila García, Jane Stephany; Ponce Valencia, Jenny Lorena; Bolaños Murillo, Lizeth; Burbano Cerón, José María (Director)In this article, the influencing factors in the purchase decision of the Colombian Millennials will be identified, in order to achieve this identification it is very important to determine the characteristics of this generation, who they are and their behavior; More than 30 references are analyzed in which books, magazines, articles, studies and statistics of this powerful and influential generation can be found in world society and in countries like Colombia. As a result, the concept will be clear; affirming in conclusion that variables such as price, quality, access to the product and / or service and promotion are the determinants for the young person to have a tendency to buy physically or with the great use of technology as has been verified