Aspectos psicosociales que influyen en la conducta de estudiantes de medicina y derecho, de la Universidad de Pamplona al momento de comprar ropa de marcas.

Abstract

The present study entitled "Psychosocial aspects that influence the behavior of students of medicine and law, of the University of Pamplona at the time of buying clothing brands", was carried out in the City of Pamplona Norte de Santander, with the objective of determine the social and psychological aspects that intervene in the process of buying brand clothing in young students of the first and second semester of the University of Pamplona in the Law and Medicine programs, through qualitative research, where a sample was taken of eight students between 18 and 24 years of age, four categories were evaluated taking into account the dynamics of the research: consumption, psychosocial aspects (self-concept, family structure, social class and role of students), decisions at the time of purchase and last the purchase preference. The instruments used were a focus group, a non-participant observation and a semi-structured interview aimed at the participants of the study, allowing a triangulation which facilitated the analysis and discussion of the results, showing that the researched population is highly influenced by psychosocial aspects. At the moment of acquiring brand clothing, it is worth mentioning that their motivations are mostly extrinsic.