Factores de preferencia influyentes en las decisiones de compra de moda denim en consumidores de estrato 2, 3 y 4 con edades entre 18 y 35 años de la ciudad de Bogotá.

Abstract

It is important to highlight that purchasing decisions in the fashion market do not rely solely on rational aspects; rather, they are influenced by emotional factors, previous experiences, and sociocultural contexts that shape consumer preferences. In this regard, the purpose of the present research was to identify the relationship between preference factors and purchasing decisions for denim fashion among consumers from socioeconomic strata 2, 3, and 4, aged 18 to 35, in the city of Bogotá. A quantitative approach was employed for this study, as it seeks to establish statistical relationships between measurable variables. The research is correlational in nature, given that it aims to determine the degree of association between two or more variables without directly manipulating them. The design is non-experimental and cross-sectional, since data were collected at a single point in time using a non-probabilistic convenience sampling method, complemented with an age–stratum filter to ensure that each participant fell within the scope of the study. The results showed that utilitarian factors such as comfort, perceived quality, durability, and fit are the most influential in purchasing decisions, while informational elements related to aesthetics and social influence play a complementary but less significant role. Likewise, it was found that positive previous experiences increase consumers’ willingness to repurchase, whereas negative experiences contribute to unfavorable perceptions toward certain brands.