Caracterización del mercado microempresarial ecuatoriano

Abstract

With the purpose of getting to know the clients better and develop actions that benefit the relationship between the microcredit operating financial entities and the clients, methodological alternatives of analysis of the behavioral variables that may influence the financial decisions of the micro-entrepreneurs are considered. Psycho-economic models validated in final consumer markets and adapted to the conditions of micro-entrepreneurs were used to evaluate and characterize them in: attitude towards indebtedness, lifestyle and attitude towards financial entities, and consumption habits and behaviors.