Influencia de factores comunes preferenciales en la intención y decisión de compra de smartphone en los estudiantes universitarios de la ciudad de Guayaquil

Abstract

The maelstrom of models and brands in the market of cell phones requires consumers to address a range of devices with a wide variety of benefits and prices during the purchase decision process. This research aims to examine the main factors that influence the intention and purchase decision of smartphones of University students in Guayaquil.