Análisis de la percepción de las marcas de los vehículos chinos en la ciudad de Guayaquil.

Abstract

In the following research work, the perception of the brands of Chinese vehicles in the city of Guayaquil was analyzed, thanks to the analysis and the data collected, it was possible to meet the objectives set, where the theoretical framework and referential framework were developed, which included. topics related to Chinese automotive history and the beginning of exports to other countries through the Joint Ventures agreement, the free trade agreement between Ecuador and China, consumer behavior, complex purchasing behavior and the consumer buying process. On the other hand, an investigation was carried out where the research tools were implemented, obtaining qualitative and quantitative data, where they were applied in the survey and interview. Through this data collection, it was analyzed by means of a statistical program SPSS and it was possible to know the consumer profile, the perception of the different characteristics of the Chinese car brands and the reason for the purchase.