Estudio del mercado de autos eléctricos y los factores que inciden en la compra en Guayaquil.
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2022-03
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente estudio analiza el mercado, oferta, demanda, ventajas y desventajas de los autos eléctricos para determinar los factores que inciden en la compra de un auto eléctrico en la ciudad de Guayaquil. Para ello, se desarrolla el marco teórico en el cual se incluye la fundamentación legal que regula la importación de autos eléctricos hacia Ecuador. También se utilizan herramientas de recolección de datos e información para determinar los factores que inciden en la compra de autos, la cual se obtuvo de diferentes grupos de personas a través de un diseño de investigación cualitativo. Uno de los grupos corresponde a propietarios de autos eléctricos, los cuales brindan información de vital importancia y que, junto al marco teórico, permite sustentar una propuesta de comunicación. Otro grupo de análisis importante corresponde a propietarios de vehículos a combustión quienes dan otro punto de vista de dichos autos eléctricos. La propuesta se basa en una estrategia de comunicación offline y online dirigida a personas interesadas en la compra de un vehículo eléctrico y a las empresas comercializadoras, con la finalidad de que los primeros obtengan información relevante acerca de las ventajas de adquirir un auto eléctrico, y a los segundos ofrecer información de valor para atraer clientes potenciales, en Guayaquil y Ecuador.
This study analyzes the market, supply, demand, advantages and disadvantages of electric cars to determine the factors that influence the purchase of an electric car in the city of Guayaquil. For this purpose, a theoretical framework is developed, which includes the legal basis that regulates the importation of electric cars into Ecuador. Data collection tools and information are also used to determine the factors that influence the purchase of cars, which were obtained from different groups of people through a qualitative research design. One of the groups corresponds to electric car owners, who provide vital information that, together with the theoretical framework, allows supporting a communication proposal. Another important group of analysis corresponds to owners of combustion vehicles who give another point of view of these electric cars. The proposal is based on an offline and online communication strategy aimed at people interested in buying an electric vehicle and at commercializing companies, so that the former can obtain relevant information about the advantages of buying an electric car, and the latter can offer valuable information to attract potential customers in Guayaquil and Ecuador.
This study analyzes the market, supply, demand, advantages and disadvantages of electric cars to determine the factors that influence the purchase of an electric car in the city of Guayaquil. For this purpose, a theoretical framework is developed, which includes the legal basis that regulates the importation of electric cars into Ecuador. Data collection tools and information are also used to determine the factors that influence the purchase of cars, which were obtained from different groups of people through a qualitative research design. One of the groups corresponds to electric car owners, who provide vital information that, together with the theoretical framework, allows supporting a communication proposal. Another important group of analysis corresponds to owners of combustion vehicles who give another point of view of these electric cars. The proposal is based on an offline and online communication strategy aimed at people interested in buying an electric vehicle and at commercializing companies, so that the former can obtain relevant information about the advantages of buying an electric car, and the latter can offer valuable information to attract potential customers in Guayaquil and Ecuador.
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AUTOS ELÉCTRICOS, OFERTA, DEMANDA, VENTAJAS Y DESVENTAJAS FACTORES DE COMPRA
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