Creencias y hábitos de consumo que tienen las mujeres de estratos 3, 4 y 5, frente a la compra de lencería femenina en el canal online en la ciudad de Bogotá

Abstract

The feminine lingerie has existed since ancient times and the use of these garments has become a necessary element for every woman, over the years the lingerie has taken on a different meaning to the one that had previously since it was only used to mold and correct the body. Nowadays its use has a more meaningful and representative sense because women have changed their thinking and have a different perception of what they want to convey with the clothes they wear, because of this the market has expanded its offer and has moved on from the store traditional to the virtual store, offering a greater portfolio of products and speeding up the time of purchase. This qualitative research asserted the above, using an ethnographic model, which allowed through in-depth interviews to understand the beliefs and consumption habits of women from strata 3, 4 and 5 of Bogotá. The results of this research allowed us to understand what revolves around the meaning of women's lingerie, consumer habits, beliefs and the use of the online channel that is executed by this group of people, in order to understand what motivations, limitations and demands have, as well as the acceptance that the online channel has for the purchases of feminine lingerie.