Consumption in the millennials in the time of covid-19 in mexico, ecuador and colombia

Abstract

The objective of this work is to analyze in a transversal way the consumer behavior of the generation “Y” or millennials in Mexico, Ecuador and Colombia, in times of confinement by COVID-19. For this purpose, a descriptive, conclusive and non-experimental investigation was carried out, with levels of analysis of correlational cut and quantitative approach; For field work, a questionnaire was applied online with the Survey monkey, through non-probability sampling. Finally, the constructs studied were personal factors, social factors, psychological factors, cultural factors, consumer behavior and sustainability factors. For data analysis, the SPSS statistical package was used in version 25; Through which, with the Man Whitney U statistic, with a significance level of 0.05, it was determined that there are no statistically significant differences between the evaluated factors and the gender variable, which allows to conclude that there are no differentiated behaviors in terms of purchase, considering this variable, allowing general marketing strategies for millennials.