Análisis del comportamiento de compra de los clientes de materiales de construcción y/o contratación de servicios de transporte de la Empresa Ramón Bravo de la ciudad de Guayaquil.

Abstract

This research was proposed as a general objective to determine the purchase behavior of customers of construction materials and / or contracting of transportation services Ramón Bravo Company of the Guayaquil city. The methodology applied was a non-experimental cross-sectional design of quantitative and qualitative type. The subject population of the research was 37 clients of the company. The sample was a simple random type, calculated at 5% margin of error and 95% significance, which amounted to 33 clients. The main conclusions were: i) Transport Ramón Bravois a family company t in its third generation, therefore it has a wide experience and knowledge of the market of stone material, likewise it has developed a long-term relationship with customers; ii) The demand for construction materials for the transport company Ramón Bravo is a function of the dynamics of the construction industry, a good part of this is driven nationally by public policy implemented by the National Government and locally for the public road work contracted by the Municipality of Guayaquil; iii) the profile of the companies that are customers. It was determined that they areall from the private sector, most of them are micro-enterprises dedicated to construction, that a high percentage are public works contractors, followed by retail trade in construction materials. In a majority it is also a long-term customer-supplier relationship; iv) the determining factors were the quality of the product, the sale on credit, the timely delivery of the orders and the capacity in volume by the supplier company.