{"id":1451,"date":"2025-12-29T12:04:28","date_gmt":"2025-12-29T17:04:28","guid":{"rendered":"https:\/\/emisarioec.com\/?p=1451"},"modified":"2025-12-31T12:22:00","modified_gmt":"2025-12-31T17:22:00","slug":"navidad-y-ano-nuevo-tradicion-familia-y-decisiones-de-compra-marcan-el-consumo-de-los-ecuatorianos","status":"publish","type":"post","link":"https:\/\/emisarioec.com\/index.php\/2025\/12\/29\/navidad-y-ano-nuevo-tradicion-familia-y-decisiones-de-compra-marcan-el-consumo-de-los-ecuatorianos\/","title":{"rendered":"Navidad y A\u00f1o Nuevo: tradici\u00f3n, familia y decisiones de compra marcan el consumo de los ecuatorianos"},"content":{"rendered":"\n<p>La Navidad y el A\u00f1o Nuevo contin\u00faan siendo fechas profundamente significativas para los ecuatorianos. De acuerdo con datos de Kantar Ibope Media, el 74% de la poblaci\u00f3n en Ecuador disfruta celebrar estas festividades, reafirmando su relevancia cultural, social y comercial.<\/p>\n\n\n\n<p>Entre quienes celebran estas fechas, la distribuci\u00f3n por g\u00e9nero es equilibrada: 46% hombres y 54% mujeres. Adem\u00e1s, estas celebraciones mantienen un fuerte componente espiritual: el 83% considera que su fe es importante y el 74% se define como una persona espiritual, lo que refuerza el valor simb\u00f3lico de estas fechas m\u00e1s all\u00e1 del consumo.<\/p>\n\n\n\n<p>El estudio identifica distintos perfiles de compradores, que permiten entender mejor c\u00f3mo y por qu\u00e9 compran los ecuatorianos durante Navidad y A\u00f1o Nuevo:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Compradores expertos (8%)<br>Adultos j\u00f3venes, con alto nivel educativo, empleo estable y mayor poder adquisitivo. Prefieren compras planificadas, principalmente online, comparan precios, usan cupones y consultan opiniones. Internet es su principal fuente de informaci\u00f3n.<\/li>\n\n\n\n<li>Compradores tradicionales (35%)<br>Personas con educaci\u00f3n media, poco influenciadas por marcas o recomendaciones. No priorizan Internet para informarse y mantienen h\u00e1bitos de compra m\u00e1s estables.<\/li>\n\n\n\n<li>Seguidores de celebridades (14%)<br>Utilizan Internet para comparar precios y buscar descuentos. Conf\u00edan en el comercio electr\u00f3nico y se dejan influir por figuras p\u00fablicas y comentarios en redes sociales.<\/li>\n\n\n\n<li>Buscadores de ofertas (43%)<br>El grupo m\u00e1s numeroso. Presentan un menor nivel educativo, buscan consejos antes de comprar, priorizan promociones, prefieren marcas nacionales y muestran alta disposici\u00f3n a cambiar de marca seg\u00fan el precio.<\/li>\n<\/ul>\n\n\n\n<p>El comportamiento de compra durante estas fechas refleja cautela y planificaci\u00f3n. El 70% de los ecuatorianos que celebran Navidad y A\u00f1o Nuevo visitaron centros comerciales, y el 80,6% se considera una persona creativa, lo que influye en la forma de elegir regalos y experiencias.<\/p>\n\n\n\n<p>En cuanto al gasto:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>24,4% registra tickets de hasta USD 50, siendo el rango m\u00e1s representativo.<\/li>\n\n\n\n<li>10,6% gasta entre USD 51 y 100.<\/li>\n\n\n\n<li>4% entre USD 100 y 150.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Los consumos superiores a USD 150 son minoritarios.<\/li>\n\n\n\n<li>33,7% prefiere no declarar su gasto, lo que sugiere una relaci\u00f3n sensible con el consumo en esta temporada.<\/li>\n<\/ul>\n\n\n\n<p>La Navidad y el A\u00f1o Nuevo siguen siendo, principalmente, momentos para compartir:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>84% disfruta pasar tiempo en familia.<\/li>\n\n\n\n<li>35% planifica la compra de art\u00edculos costosos, mostrando una actitud previsora.<\/li>\n\n\n\n<li>Aunque 23% declara ser fiel a una marca, 36% cambia de opci\u00f3n si encuentra ofertas, evidenciando un consumidor flexible y sensible al precio.<\/li>\n<\/ul>\n\n\n\n<p>Adem\u00e1s:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>31% prefiere productos nacionales,<\/li>\n\n\n\n<li>34% espera ofertas para comprar,<\/li>\n\n\n\n<li>y 29% no se deja influenciar por la temporada, adquiriendo solo lo estrictamente necesario.<\/li>\n<\/ul>\n\n\n\n<p>\u201cEstos hallazgos confirman que el consumidor ecuatoriano combina tradici\u00f3n, espiritualidad y racionalidad econ\u00f3mica al momento de celebrar. Para las marcas, comprender estas din\u00e1micas resulta clave para conectar con audiencias cada vez m\u00e1s informadas, sensibles al precio y orientadas al valor real de sus decisiones de compra\u201d, seg\u00fan indica Doris Reyes, Country Manager Ecuador.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Entre quienes celebran estas fechas, la distribuci\u00f3n por g\u00e9nero es equilibrada: 46% hombres y 54% mujeres<\/p>\n","protected":false},"author":2,"featured_media":1453,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[77,643],"class_list":["post-1451","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad","tag-kantar-ibope-media","tag-navidad-y-ano-nuevo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Navidad y A\u00f1o Nuevo: tradici\u00f3n, familia y decisiones de compra marcan el consumo de los ecuatorianos - 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