Analysis of the Scientific Production on Direct Consumer Behavior

The objective of the research was to analyze the scientific contributions that underpin the behavior of the direct consumer. The methodology was basic, non-experimental design, exploratory-explanatory scope, whose sample consisted of 30 articles. The results showed that the analysis of behaviors can also be developed through the collection of information about the preferences and interests of consumers; there are also various variables that intervene in the behavior of consumers, which is why the analysis of these aspects must be taken into account for the formulation of precise strategies. Concluding that, it is possible to get to know the consumer and the reasons, both internal and external, that involve their decision making, therefore it is significant to be able to factor them to allow it to be visualized with a broad panorama and to know how it impacts them and its evolution.