Análisis de los factores psicológicos que influye en la conducta de compra de celulares en la provincia de Tungurahua

Abstract

The company HOMECELLL, has been dedicated to the commercialization of all types of cell phones, recharges, technical service, for 10 years, during which time it has experienced the need to analyze how it influences the psychological factors in the purchase of cell phones, for achieve positioning your brand in different local, provincial and national markets. This is the reason why the present research work was analyzed in the 4 psychological factors that influence the purchase of cell phones of the economically active population of the province of Tungurahua, in which they identified that 76% of its population had minimum a cell phone, either by necessity, by influence, fashion, work. The data thrown by the field research in the cell phone company HOMECELL, does not adequately apply the psychological factors in their marketing strategies, so that their sales level is low compared to the competition, since they have not made a characterization model on the preference of the cell type that customers prefer from the perspective of psychological factors such as storage speed, storage capacity, camera tones, applications. In this way, the research proposal aimed at the application of psychological factors as marketing strategies that helped increase the volume of sales of cell phones in the company HOMECELL, for which it was necessary and the investment cost of the proposal and verify its feasibility.