El impacto de la publicidad y los factores publicitarios que inciden en los consumidores de la ciudad de Guayaquil
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Fecha
2015
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El desarrollo del presente trabajo se basó en la puesta en marcha de una investigación de mercado para determinar el impacto de la publicidad y los factores publicitarios que inciden en los consumidores de la Ciudad de Guayaquil. En este caso se identificó como principal problemática de estudio la carencia de información pública de un estudio de medios integral que le permita a pequeños emprendedores o empresas pequeñas tener una visión específica del comportamiento de los consumidores y de cuál es el mejor medio para que el negocio crezca y se expanda, considerando que debido a los limitados recursos que poseen la mayor parte de las pymes, en muchos casos se ven limitados a invertir en el desarrollo de investigaciones de mercado a través de las cuales puedan obtener la información necesaria para la toma de decisiones. Por lo tanto, el principal objetivo del trabajo estuvo orientado a identificar los factores que son determinantes para el consumidor al adquirir un producto o marca y que influyen en la decisión de compra, para esto se incluyó información relacionada con el tema, la misma que fue analizada de forma general para obtener una mayor información con respecto a las variables de estudio. Además, se trabajó con una investigación a la par descriptiva y causal, a través de las cuales la autora pudo recopilar la información referente al mercado, tomando como población a los habitantes de la Ciudad de Guayaquil, a quienes se les realizó una encuesta para conocer los factores que inciden en la toma de decisiones.
The development of this work was based on the commissioning of a market research to determine the impact of advertising and advertising the factors that affect consumers in the city of Guayaquil. In this case was identified as the main problematic of study the lack of public information of a study of media that allows you to integral to small entrepreneurs or small businesses have a specific vision of consumer behavior and what is the best way to help your business grow and expand, considering that due to the limited resources that have the greatest part of the SMES, in many cases are constrained to invest in the development of market research through which they can obtain the information necessary for decision-making. Therefore, the main objective of this work was aimed at identifying the factors that are crucial for the consumer to purchase a product or brand and that influence the purchase decision, for this was included information related to the topic, the same that was analyzed in a general way to obtain a more information with respect to the variables. In addition, work with a research to the torque descriptive and causal, through which the author was able to collect information on the market, taking as population to the inhabitants of the city of Guayaquil, who were surveyed to determine the factors that affect the decision-making.
The development of this work was based on the commissioning of a market research to determine the impact of advertising and advertising the factors that affect consumers in the city of Guayaquil. In this case was identified as the main problematic of study the lack of public information of a study of media that allows you to integral to small entrepreneurs or small businesses have a specific vision of consumer behavior and what is the best way to help your business grow and expand, considering that due to the limited resources that have the greatest part of the SMES, in many cases are constrained to invest in the development of market research through which they can obtain the information necessary for decision-making. Therefore, the main objective of this work was aimed at identifying the factors that are crucial for the consumer to purchase a product or brand and that influence the purchase decision, for this was included information related to the topic, the same that was analyzed in a general way to obtain a more information with respect to the variables. In addition, work with a research to the torque descriptive and causal, through which the author was able to collect information on the market, taking as population to the inhabitants of the city of Guayaquil, who were surveyed to determine the factors that affect the decision-making.
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MARKETING GENERACIONAL, MARKETING RELACIONAL, MARKETING DIGITAL, MARKETING MÓVIL