Análisis de la percepción de la Publicidad Móvil en la recordación de marca y motivación de compra en personas de 30 a 45 años en sector de Urdesa Norte.
Fecha
2019-02
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente análisis tiene como propósito conocer la percepción de las personas del sector de Urdesa norte de la Ciudad de Guayaquil, ante la publicidad móvil en la recordación de marca y la motivación de compra, mediante la metodología de observación se identifica la variedad de tipos de transporte terrestre que son utilizados para la publicidad móvil en este sector, su rotación y cuáles son las marcas que realizan difusión de sus mensajes en este soporte. La investigación se plantea en base al marco teórico, histórico y legal, con metodología exploratoria, descriptiva, cualitativa y cuantitativa, recopilando datos significativos mediante herramientas e instrumentos como la encuesta y observación, lo que permite la obtención de información acerca de los aspectos que las personas toman en consideración al momento de recordar y comprar un producto y/o servicio antes visto en el soporte publicitario móvil, en qué momento se visualiza este tipo de publicidad, cual es la marca más recordada en el sector; la tabulación de los datos permite la conclusión y recomendaciones del estudio para que las marcas que ya utilizan este soporte y las futuras marcas que lo deseen aplicar tengan en cuenta la percepción del mercado.
The purpose of this analysis is to know the perception of people in the Urdesa sector north of the City of Guayaquil, in view of the mobile advertising in brand recall and purchase motivation, through the observation methodology, the variety of types of land transport that are used for mobile advertising in this sector, its rotation and which are the brands that broadcast their messages on this support. The research is based on the theoretical, historical and legal framework, with exploratory, descriptive, qualitative and quantitative methodology, collecting significant data through tools and instruments such as the survey and observation, which allows obtaining information about the aspects that the people take into consideration when remembering and buying a product and / or service previously seen in the mobile advertising support, at what time this type of advertising is displayed, which is the most remembered brand in the sector; the tabulation of the data allows the conclusion and recommendations of the study so that the brands that already use this support
The purpose of this analysis is to know the perception of people in the Urdesa sector north of the City of Guayaquil, in view of the mobile advertising in brand recall and purchase motivation, through the observation methodology, the variety of types of land transport that are used for mobile advertising in this sector, its rotation and which are the brands that broadcast their messages on this support. The research is based on the theoretical, historical and legal framework, with exploratory, descriptive, qualitative and quantitative methodology, collecting significant data through tools and instruments such as the survey and observation, which allows obtaining information about the aspects that the people take into consideration when remembering and buying a product and / or service previously seen in the mobile advertising support, at what time this type of advertising is displayed, which is the most remembered brand in the sector; the tabulation of the data allows the conclusion and recommendations of the study so that the brands that already use this support
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COMPORTAMIENTO DEL CONSUMIDOR, RECORDACIÓN DE MARCA, PERCEPCIÓN, MOTIVACIÓN DE COMPRA
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