Las Características técnicas del producto y la Decisión de compra en la empresa Calzado Guzmán de la ciudad de Ambato.

Abstract

Footwear Guzman is a company that is located in the province of Tungurahua, Ambato in Macasto sector engaged in the production of footwear for men in all, was born as a family business handmade footwear developed about 30 years ago, in the It currently has 30 employees to produce and offer high quality shoes and meet the needs and expectations of customers. The present research project is focused on determining the technical characteristics that influence the buying decision and thus achieve greater acceptance of the product and that it is positioned in the consumer's mind. In order to find advertising strategies that enable clients to interact with the company and the product brand. Once field research conducted among customers of the company indicating that different consumer perceptions which are very different in this aspect of the purchase decision, also it was determined that the product price is an important factor because sometimes customers seeking affordable to your pocket and on the other hand others seek design that goes according to your tastes and needs. Thus the proposal to make an advertising plan to influence the buying decision of the customers of the company Footwear Guzman using advertising media such as radio, newspapers, billboards, mobile advertising and fliers also raises further there will be promotions and discounts at the point of sale to be conducted on different dates these being activities that assist the company in developing strategies and met grant goals.