Women's Clothing Microenterprises: A Qualitative Analysis of Consumer Perception


  • Jorge Luis Yepez-Garcia Universidad Privada del Norte
  • Lucero Nicole Huerta-Tantalean Universidad Privada del Norte
  • Franklin Cordova-Buiza Universidad Privada del Norte, Lima, Peru / Universidad Continental, Huancayo, Peru
  • Wilver Auccahuasi Universidad Cientifica del Sur




clothing, consumer perception, customer behavior, entrepreneurship, microenterprise


In the context of the pandemic, an increase in the unemployment level originated, but on the other hand, new businesses such as microenterprises were also started, this with the purpose of generating income. The image of Peruvian entrepreneurship has changed during the pandemic, before the pandemic mainly adult men generated entrepreneurship, but now women, young people and low-income Peruvians initiate this challenge. The main research objective is to explore the consumer perception about women's clothing microenterprises in the city of Metropolitan Lima, capital of Peru. The methodological approach was qualitative with a descriptive scope and phenomenological design; the sample was selected for convenience, with a total of 12 women who buy in women's clothing micro-enterprises, who are around the age range between 18 to 35 years of socioeconomic level B and C between professionals and students; who were subsequently conducted in-depth interviews through telephone calls. The instrument consisted of 12 questions per interview divided into 3 dimensions and 4 sub-categories for each dimension. The users expressed their experiences in the use of women's clothing, which made it possible to generate a consumer profile of this type of business by analyzing the quality of information, speed of response and after-sales service. The interviews were transcribed and then the data were analyzed taking into account the most important and differential points of each response obtained. Among the main results, it was found that the users prioritize the quality of service, the veracity of the product images, the differential value of the garments and tolerance. Negative factors such as distrust and lack of attention to queries were found, elements that should be improved for a better closing of sales. In conclusion, after determining certain positive and negative factors on the perception of women's clothing micro-enterprises, users emphasize the importance of product warranty, which produces a feeling of improvement in quality and customer service.

Author Biographies

Jorge Luis Yepez-Garcia, Universidad Privada del Norte

Jorge Luis Yepez-Garcia studied Administration and Marketing at the Universidad Privada del Norte in Lima, Peru. He works independently exploring the needs of consumers, delving into market studies, with an investigative interest in the analysis of customer purchases, he is currently developing the certification in digital marketing in the COURSERA organization.

Lucero Nicole Huerta-Tantalean, Universidad Privada del Norte

Lucero Nicole Huerta-Tantalean has a bachelor's degree in Administration and Tourism Services in Universidad Privada del Norte (UPN). She is a PRONABEC fellow, a member of UPN Research Seedbed, a 2021 University CADE participant, Project speaker at "Eighteenth International Conference on Environmental, Cultural, Economic & Social Sustainability University of Granada, Granada, Spain, 2022".

Franklin Cordova-Buiza, Universidad Privada del Norte, Lima, Peru / Universidad Continental, Huancayo, Peru

Franklin Cordova-Buiza has a master's in Administration with a mention in business management from the Universidad Nacional Mayor de San Marcos, PerĂº, with Postgraduate Specialization in Marketing and Tourism Business Plans. University Professor, researcher and consultant; author of scientific articles related to tourism and marketing.

Wilver Auccahuasi, Universidad Cientifica del Sur

Wilver Auccahuasi Aiquipa is a Computer and Systems Engineer from the University of San Martin de Porres, with a Master's Degree in Bioethics from the University of Valencia, with a Master's Degree in Project Management from the Universidad Internacional Iberoamericana.