Análisis del comportamiento de compra de vehículos chinos en la ciudad de Guayaquil.

Abstract

This study addressed the current situation of the Chinese automaker from the perspective of consumer behavior to know the factors that influence a purchase, the profiles of customers and the image that the customer currently holds of the vehicles. For the execution of the research a methodology called ethnomethodology was used under the qualitative approach with the in-depth interview as a focal instrument while for the quantitative approach descriptive research was used with a cross-sectional design for single stratified sample and later the statistical analysis. The spatial delimitation of the study was the city of Guayaquilwhile the temporal delimitation was in the year 2017. The sampling unit were ownersof Chinese vehicles from the age group that involves 24 to 51 years, divided into strata of 6 years for the profile classification. The findings determined that the main reasons for purchase were the aerodynamic models, economic prices and efficiency in gasoline of SUV vehicles with a great influence of friends and children and decision makers such as the couple. In addition, it was determined that the image of the vehicles has been modified and that the negative perception of quality by the country of origin has been eclipsed by a value proposal that exceeds the customer's expectations.