Análisis de los factores influyentes en la decisión de compra en los consumidores de las empresas comercializadoras de Machala.

Abstract

This project focuses on analyzing the factors that influence consumers' purchasing decisions in marketing companies in Machala. Understanding this process, influenced by internal and external factors, is crucial to offering products and services that meet your needs and wants. Deductive and inductive methods were used to collect essential information, allowing the development of crucial results for customer decision-making. In addition, a quantitative approach based on statistical techniques was adopted to provide accurate answers. The results confirm the decisive influence of consumers in marketing, especially in the quality of the products and the personalized service, reinforcing the need to maintain high-quality standards. The importance of variety in the product offering and the adaptability of the supplier to the market are highlighted, supported by the positive correlation between the customer's perception of the variety of the offer and the likelihood of repeating the purchase. Finally, the importance of customer service and the shopping environment in customer loyalty is emphasized, demonstrating the importance of a marketing strategy that responds to customer expectations and needs.