<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2414-8938</journal-id>
<journal-title><![CDATA[Academo (Asunción)]]></journal-title>
<abbrev-journal-title><![CDATA[Acad. (Asunción)]]></abbrev-journal-title>
<issn>2414-8938</issn>
<publisher>
<publisher-name><![CDATA[Universidad Americana ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2414-89382021000100015</article-id>
<article-id pub-id-type="doi">10.30545/academo.2021.ene-jun.2</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Conceptualización y caracterización del comportamiento del consumidor. Una perspectiva analítica generacional]]></article-title>
<article-title xml:lang="en"><![CDATA[Conceptualization and characterization of consumer behavior. An analytical generational perspective]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Contreras Lévano]]></surname>
<given-names><![CDATA[María Alejandra del Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vargas Merino]]></surname>
<given-names><![CDATA[Jorge Alberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Cesar Vallejo  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Cesar Vallejo  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>8</volume>
<numero>1</numero>
<fpage>15</fpage>
<lpage>28</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_arttext&amp;pid=S2414-89382021000100015&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_abstract&amp;pid=S2414-89382021000100015&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_pdf&amp;pid=S2414-89382021000100015&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El análisis generacional juega un papel trascendental en el comportamiento del consumidor porque ayuda a segmentar y analizar la decisión de compra; y además la comprensión de cada generación bajo la actual perspectiva se torna estratégica para cualquier organización puesto que los estilos de vida sin duda han sido afectados y seguirán evolucionando hacia nuevas dinámicas que son del interés general. Se realizó una revisión sistemática de la literatura científica, contemplando artículos científicos empíricos cuantitativos y cualitativos, además de otras revisiones bibliográficas en las siguientes bases de datos: Ebsco, Dialnet, Redalyc, SciELO y Scopus, específicamente entre los años 2015 y 2020; aunque se adicionaron algunos de otros años para resaltar la evolución de la variable. Se sistematizaron 55 artículos priorizados por idioma, español, inglés y portugués, cuartiles, vinculación con cada subtema abordado y calidad de la información citada y referenciada. Existe una clara asociación del comportamiento del consumidor con las generaciones lo que permite tener una mejor interpretación de su accionar, nos permite entender sus preferencias y motivos de compra, y con ello utilizar una estrategia de segmentación más eficaz. Se recomienda realizar un estudio multivariado, para evaluar el impacto del comportamiento del consumidor según generaciones.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Generational analysis plays a transcendental role in consumer behavior because it helps to segment and analyze the purchase decision; and also, the understanding of each generation under the current perspective becomes strategic for any organization since lifestyles have undoubtedly been affected and will continue to evolve towards new dynamics that are of general interest. A systematic review of the scientific literature was conducted, contemplating quantitative and qualitative empirical scientific articles, in addition to other bibliographic reviews in the following databases: Ebsco, Dialnet, Redalyc, SciELO and Scopus, specifically between the years 2015 and 2020; although some from other years were added to highlight the evolution of the variable. Fifty-five articles prioritized by language, Spanish, English and Portuguese, quartiles, linkage with each subtopic addressed and quality of the information cited and referenced were systematized. There is a clear association of consumer behavior with generations, which allows us to have a better interpretation of their actions, to understand their preferences and purchase motives, and thus to use a more effective segmentation strategy. A multivariate study is recommended to evaluate the impact of consumer behavior according to generations.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[generaciones]]></kwd>
<kwd lng="es"><![CDATA[generación silent]]></kwd>
<kwd lng="es"><![CDATA[generación Z]]></kwd>
<kwd lng="en"><![CDATA[Consumer´s behavior]]></kwd>
<kwd lng="en"><![CDATA[generations]]></kwd>
<kwd lng="en"><![CDATA[silent generation]]></kwd>
<kwd lng="en"><![CDATA[Z generation]]></kwd>
</kwd-group>
</article-meta>
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