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The individual as a modern consumer has been making changes in their consumer behaviors due to technology that, as it has advanced, has led them to seek technological means to make their purchases. This research seeks to determine the challenges that marketing has to face in the face of modern consumer behavior. The methodology is framed in the descriptive-quantitative, non-experimental cross-sectional design. The population is made up of 120 students from the marketing school who attend the San Miguelito Regional University Center and the sample was made up of 60 students. According to the results found, the modern consumer has made paradigmatic changes in their purchasing decisions due to the influence of technology in their decision making. It is concluded that marketing must direct the market towards knowledge of the needs and motivation of the modern consumer so that with its new strategies it impacts the consumer and increases the consumption of its goods and services.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
