Influencia de publicidad digital en el comportamiento de consumo de la categorización automóviles 0km de la marca Chevrolet en la parroquia Tarqui de la ciudad de Guayaquil.
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Fecha
2022
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente trabajo investigativo se realizó con el objetivo de determinar
la influencia que tiene la publicidad digital en el comportamiento de consumo de clientes poten-
ciales del mercado de automóviles 0 km de la marca Chevrolet en la parroquia Tarqui en la ciu-
dad de Guayaquil. Para esto se abordó el tema bajo la base teórica comportamiento del consumi-
dor, la investigación tuvo enfoque mixto, con alcance descriptivo, no experimental, para la reco-
lección de datos se usaron dos técnicas, encuesta y entrevista; la encuesta contó con un cuestiona-
rio dirigido a una muestra conformada por 385 personas, mientras que para la entrevista se realizó
a un gerente de la marca Chevrolet y a un cliente de la misma, entre los resultados se resalta que
los clientes consideran los precios así como la facilidad de conseguir repuestos, como característi-
cas importantes que motivan su interés de compra de un vehículo, así mismo se utiliza el sitio
web previo a la asistencia a un concesionario; así mismo se detalló que volverían a comprar un
vehículo de la marca.
This research work was conducted with the objective of determining the influence that digital advertising has on the consumption behavior of potential customers in the market of 0 km cars of the Chevrolet brand in the Tarqui parish in the city of Guayaquil. For this, the topic was approached under the theoretical basis of consumer behavior, the research had a mixed approach, with a descriptive, non-experimental scope, for data collection two techniques were used, survey and interview; The survey included a questionnaire addressed to a sample of 385 people, while the interview was conducted with a manager of the Chevrolet brand and a customer of the same, among the results it is highlighted that customers consider prices as well as the ease of obtaining spare parts, as important features that motivate their interest in buying a vehicle, likewise the website is used prior to attending a dealership; likewise it was detailed that they would buy a vehicle of the brand again.
This research work was conducted with the objective of determining the influence that digital advertising has on the consumption behavior of potential customers in the market of 0 km cars of the Chevrolet brand in the Tarqui parish in the city of Guayaquil. For this, the topic was approached under the theoretical basis of consumer behavior, the research had a mixed approach, with a descriptive, non-experimental scope, for data collection two techniques were used, survey and interview; The survey included a questionnaire addressed to a sample of 385 people, while the interview was conducted with a manager of the Chevrolet brand and a customer of the same, among the results it is highlighted that customers consider prices as well as the ease of obtaining spare parts, as important features that motivate their interest in buying a vehicle, likewise the website is used prior to attending a dealership; likewise it was detailed that they would buy a vehicle of the brand again.
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PUBLICIDAD DIGITAL, COMPORTAMIENTO DEL CONSUMIDOR, AUTOMÓVIL, MARCA
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