Relationship between consumer behavior and the purchase decision process in 3-star hotels in the city of Arequipa, 2024

Resumen

The general objective of this research is to analyze the "relationship between consumer behavior and the purchasing decision process in 3-star hotels in the city of Arequipa, 2024". The methodology used was quantitative, non-experimental, cross-sectional and correlational. A Likert scale questionnaire from 1 to 5 was used for each variable, which were developed by Orbegoso et al. (2022). The questionnaire consists of 31 questions, of which 7 correspond to the filter questions, the following 13 questions evaluate the first variable, and the remaining 11 questions correspond to the evaluation of the second variable. The instrument used was validated by 3 experts to corroborate its reliability, for which SPSS was used, where the level of reliability level was 0.867. Regarding Spearman's Rho, the result was 0.566. This instrument was applied to a sample of 385 consumers of both sexes of 3-star hotels, where it was determined that there is a moderate positive correlation between the variables. The consumer’s personal, social, cultural and psychological factors have a low positive relationship between the PDC, but the factor of that most influences the PDC is the personal factor, due to the fact thar the consumers’ purchasing power is greater in comparison with the other factors.