Análisis de las preferencias de compra de los consumidores del sector automotriz de la ciudad de Guayaquil en el periodo 2020 – 2022

Abstract

The automotive sector has had growth in the study period, it is important to know what the preferences are when making a purchase, for which this study diagnoses the behavior and current preferences of consumers, helping to assess how these preferences affect Guayaquil's automotive sector. The methodology used is a mixed approach: qualitative and quantitative; whose instrument was the interview with 4 vehicle dealers from Guayaquil and a sample of 384 respondents, it was evidenced that social networks make different models, brands and prices of vehicles known, but it is the face-to-face and personalized attention that makes the sale.