El valor percibido del consumidor de las pymes y su influencia en el capital de marca y lealtad: caso Machala.

Abstract

The study analyzes the influence of the Perceived value on the consumer of PYMES in the city of Machala on two importante marketing variables: Brand capital and Loyalty. Through the SmartPLS technique, the responses of 92 consumers grouped in 3 of the most representative sectors of the town were analyzed: trade, services and transport. The results allowed to determine that, the value Perceived in the consumer of PYMES, has a significant impact on Brand capital; and it, positively influences Loyalty. The factors of greatest importance in the influence of the variables were: Price, satisfaction, quality and Brand experience.