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This article presents the results of scientific research regarding the behavior of post-COVID-19 pandemic consumers in the townships of San Francisco and Bethania. The main objective is to contribute to the development of strategic management trends in the competitive development of companies that serve this market segment; due to their demographic, cultural, economic, psychographic, behavioral and infrastructure affinity, which allow them to guide new marketing strategies in companies. The methodology used is with a quantitative and qualitative approach; with descriptive and correlational scope. Among the results obtained, it stands out that the socioeconomic situation is notable and consistent with the employment situation, that in both towns the purchasing power of those interviewed has been reduced 63.3% in San Francisco and very similar in Betania 62.8%. Likewise, it is inferred that purchasing power has of course changed, just as there are difficulties in purchasing the basics (76%) in both towns. Regarding purchasing behavior after the COVID.19 Pandemic, it stands out that 54.4% spend less on non-essential things and 16.1% buy the cheapest brands.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
