Gestión Empresarial basada en Métodos Cuantitativos

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Author: search.filters.author.Quinteros Urquizo, Irma LlomairaSubject: search.filters.subject.MEDICIÓN DE IMPACTO

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    Medición del impacto del valor de la marca en la intención de compra del sector automotriz
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Gestión Empresarial basado en Métodos Cuantitativos, 2018) Quinteros Urquizo, Irma Llomaira; Santamaría Freire, Edwin Javier
    At present the dimensions of the value of the brand have influenced in some way in the behavior of purchase of the consumers, the automotive sector is not the exception for this rhetoric. Therefore, the objective of this study is to determine the dimensions of the brand that intervene in the purchase intention process and the impact they have on consumer behavior when making the final decision. t is very important to study the factors that intervene in the purchase intention, and in the same way determine the influence that the dimensions of the brand have on these. This research uses two quantitative methods to measure the impact of the brand's value on the purchase intention, the first is made by the Pearson Correlation method determines the most relevant and significant elements, and the correlation that exists between these . The other method to be used is that of discriminants in which the representative variables are identified, those that interact with each other and those that work alone. Finally, thanks to this measurement, a strategic plan is presented consisting of those variables resulting from the statistical analysis. These strategies are easy and effective to apply since they are adapted to the environment provided by the automotive sector and which aim to improve the purchase intention of light vehicles in the downtown area.