Influencia de los mensajes publicitarios en la decisión de compra del sector comercial en la provincia de Tungurahua

Abstract

Inside the productive sectors of the country found that the commercial sector, is one of the main sectors that contribute to the development of the national economy, since it generates greater profitability, for which it can be clearly demonstrated that it is a pillar of the local economy, fits emphasize that the trade is the main activity to which devote the people, is thus that pose the following aim of study: determine of which way influences the advertising messages in the decision of purchase of the commercial sector in the province of Tungurahua. It is for this reason that the present work of investigation has focused in the study of 2 main variables that are: advertising messages and decision of purchase. Whose investigation will allow to know which the distinct reasons of decision of purchase are when observing an advertising message of a product or service. In the investigation used a survey with a variety of questions structured chords to the needs of the variables of study, which was headed to the consumers of the commercial sector to know was his perspective in front of the advertising messages that they were transmission in the different media and as they influenced in his decision of purchase. The data obtained by means of the survey are of quantitative and qualitative character, allow a better understanding of the subject of study, besides is focused in a descriptive investigation based in 2 main hypotheses. Between the data but notable of the survey obtained that the consumers of the commercial sector what more remember of an advertising message is the price of the product or service, what motivates him to the purchase of the same and the media preferred is the television jointly with the internet (social networks).