Análisis de comportamiento de elección de Lubricantes sintéticos para vehículos a gasolina en la ciudad de Guayaquil.

Abstract

In the city of Guayaquil there is currently a demand for synthetic oils for very high gasoline vehicles since the largest number of vehicles circulating in the city are new, these oils have a lot of characteristics and properties according to the SAE that for this case will be SAE 5W-20 and 5W-30, for which it is a developing market and requires an analysis of choice of synthetic oils for vehicles, for which the importance of marketing for companies and what are the characteristics of the lubricant market was established. The following work aims to make an Analysis of the behavior of choice of synthetic lubricants for gasoline vehicles in the city of Guayaquil. The first chapter has as its content the introduction in which the possible solutions will be analyzed, the cause of the problem with their respective justification and the general and specific objectives. In the second chapter, there is the theoretical framework in which we describe all the foundations on the lubricant sector in the country, the current theories and behaviors the marketing reflected in the automotive sector, factors that affect consumer behavior, as well as purchasing trends and decisions, a marketing strategy for the sector and finally an explanation of market research to be used in this analysis work. In chapter three, the entire methodology to be used in the case study is described, through research techniques such as direct observation and surveys, ending in chapter four in analysis of the techniques used, and finally the conclusions and recommendations of the case study.