Percepción de la calidad de marcas de automóviles procedentes de China comercializados en el Ecuador.

Abstract

This research aims to describe the perceived quality of Chinese car brands sold in Ecuador and its relationship to purchase intention. The study employed a quantitative approach with a non-experimental, descriptive, and cross-sectional design, utilizing surveys of local automotive consumers selected through non-probability convenience sampling. The data obtained were processed and statistically analyzed to objectively identify the factors influencing the valuation of these brands and their impact on purchasing decisions. The results reveal a discrepancy between the market positioning of Chinese brands and their perceived technical validity. While their price and technological competitiveness are acknowledged, uncertainty and questions remain regarding durability and after-sales service. Similarly, the study determined that purchase intention is strongly linked to the relationship between competitive pricing and consumer benefits, the availability of spare parts, and social influence. It is concluded that the perception of the Ecuadorian consumer is going through a transition phase from trust, which directly impacts their purchase intention.