Aproximación a los criterios de influencia en la compra de muebles de madera artesanales por parte de los habitantes de una ciudad intermedia

The objective of this research is to determine the factors that affect the decision to purchase wooden furniture in the city of Cuenca, considering the importance for companies to know about the needs and preferences of consumers that will later serve to establish the best marketing strategies. In order to apply the study, a field study was carried out to collect primary information by means of surveys, which allowed profiling the clients in relation to the study topic. The results show that the main factors that influence the decision to purchase wooden furniture are durability, price and quality; without neglecting factors such as: design, materials, finish, color, style, size are also considered important.