Market strategies for home aesthetic service customization in Ambato, Ecuador
Abstract
Home aesthetic services are presented as an efficient alternative to optimize time and receive individualized attention. The objective of this work is to design market strategies aimed at the personalization of aesthetic services at home in the canton of Ambato, Ecuador. The research adopted a mixed, non-experimental and cross-sectional approach, through the application of a survey to 196 residents of Ambato. Surveys show that 82.1% of the participants expressed their interest in aesthetic services, predominantly women between 20 and 29 years old, with a university education. Convenience, time savings and privacy were the most valued advantages, while distrust and additional cost were pointed out as limitations. In conclusion, age, income level and perceived confidence determine the willingness to pay, confirming the need for customized strategies for each market segment.
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