Incidencia de la comunicación en el comportamiento del consumidor en la sucursal Diegocell de la ciudad de Machala.

Abstract

This project investigates the impact of communication on consumer behavior at the Diegocell branch in the city of Machala. It emphasizes that effective communication is crucial for attracting and retaining customers, particularly in a competitive market. Through a descriptive and correlational analysis, it examines how communication strategies affect consumers' purchasing decisions. A survey was administered to 292 recurring customers, aiming to identify how communicative practices influence their buying habits. The results revealed that clear and transparent communication increases customer satisfaction and fosters deeper commitment to the brand. This study not only contributes to the understanding of consumer behavior but also provides practical recommendations to optimize Diegocell's communication strategy, aiming to enhance the shopping experience and solidify the company's position in the local market.