Análisis de los factores que inciden en el comportamiento de compra de dispositivos de rastreo en ususrios de Vehículos usandos de la Ciudad de Guayaquil
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En este estudio los autores realizaron un análisis del comportamiento de compra de dispositivos de rastreo en usuarios de vehículos usados de la ciudad de Guayaquil. El objetivo del estudio fue comprender la dinámica que existe entre las necesidades de los clientes de este tipo de productos y las empresas que los ofertan.
La problemática obedece a un dilema teórico puesto que los dispositivos de rastreo vehicular son productos complementarios, que el consumidor no está buscando adquirir y que no tienen una demanda latente. Sin embargo, al existir una necesidad de seguridad propuesto en la jerarquía de necesidades de Maslow, surgió la inquietud sobre los factores que inciden en esta compra. Para ello, fue necesario analizar el contexto del proceso de compra y los actores que interactúan alrededor de este proceso.
El estudio de mercado determinó que el proceso de compra inicia con la necesidad cuando el cliente realiza la búsqueda del vehículo donde los influyentes como vendedores, familiares o amigos, junto con la necesidad de seguridad sobre el bien adquirido hacen que adquiera el producto, aunque una parte importante de los individuos indicaron que tienen un dispositivo por decisión propia. También se conoció que los atributos mas valorados por los clientes son seguridad, localización vehicular, prevenir robos y servicio al cliente. Además, se determinó que los clientesson fieles a sus marcas actuales y que existe una baja tasa de deserción de la categoría.
Con esta información se propuso un modelo de gestión comercial que resalta la importancia de los intermediarios como el principal medio de venta de estos productos. Esto se refiere a concesionarios, patios y ferias de venta de vehículos. Finalmente se proponen estrategias de marketing para empresas del sector así como el análisis del costo-beneficio de la propuesta.
understand the dynamics that exist between the needs of the customers of this type of products and the companies that offer them. The problem is due to a theoretical dilemma since vehicle tracking devices are complementary products, which the consumer is not seeking to acquire and do not have a latent demand. However, there is a need for security proposed in Maslow Pyramic, raised the concern about the factors that affect this purchase. For this, it was necessary to analyze the context of buying process and actors around this process. The study determined the process of initiating purchase with the need when the client performs search of vehicle where influencers as sellers, relatives or friends, together with security needs over the acquired good make them acquire product, although a significant portion of individuals indicated they have a device by their own choice. I also know the attributes most valued by customers of security, vehicle location, prevent theft and customer service. In addition, it was determined customers are the ice of their current brands and there is a low dropout rate for category. Finally, a commercial management model was proposed, highlighting the importance of intermediaries as the main means of selling these products. This refers to dealerships, yards and vehicle sales fairs. Marketing strategies are proposed for companies in the sector as well as the cost-benefit analysis of the proposal.
understand the dynamics that exist between the needs of the customers of this type of products and the companies that offer them. The problem is due to a theoretical dilemma since vehicle tracking devices are complementary products, which the consumer is not seeking to acquire and do not have a latent demand. However, there is a need for security proposed in Maslow Pyramic, raised the concern about the factors that affect this purchase. For this, it was necessary to analyze the context of buying process and actors around this process. The study determined the process of initiating purchase with the need when the client performs search of vehicle where influencers as sellers, relatives or friends, together with security needs over the acquired good make them acquire product, although a significant portion of individuals indicated they have a device by their own choice. I also know the attributes most valued by customers of security, vehicle location, prevent theft and customer service. In addition, it was determined customers are the ice of their current brands and there is a low dropout rate for category. Finally, a commercial management model was proposed, highlighting the importance of intermediaries as the main means of selling these products. This refers to dealerships, yards and vehicle sales fairs. Marketing strategies are proposed for companies in the sector as well as the cost-benefit analysis of the proposal.
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RASTREO SATELITE, COMPORTAMIENTO DEL CONSUMIDOR, SERVICIOS, COMPA