Análisis de la comercialización de vehículos de procedencia China en la ciudad de Guayaquil

Abstract

The analysis of the marketing of vehicles of Chinese origin in Guayaquil reflects a relevant phenomenon in the context of the Ecuadorian automotive market. In this study, the socioeconomic, cultural and commercial factors that influence the acquisition and acceptance of these vehicles by Guayaquil consumers are examined. In the study, the synthetic analytical approach was used, the research techniques used were the survey applied to 385 people and interviews with 3 experts in the marketing of Chinese vehicles in Guayaquil. In the results obtained, the increase in the middle class, the search for more economical options and the perception of quality and reliability of Chinese vehicles stand out as determining factors in the purchase decision.