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This research aims to analyze the factors that motivate and influence the purchase decision of the Guayaquilean women of Central Urdesa from 25 - 45 years, in relation to cosmetic products with UV filters, a quantitative study that allowed to know the factors that prevent performing Its purchase process, in addition to confirming the wide acceptance of the products, is increasingly reflected through foreign investment to the country, with job opportunities and opportunities to boost profits. Keywords: Buying behaviour, ege range, cosmetic products.

COMPORTAMIENTO DE COMPRA DE PRODUCTOS COSMÉTICOS CON FILTROS UV, EN LAS MUJERES DE 25 A 45 AÑOS DE URDESA CENTRAL; ANÁLISIS REFERENCIAL.