Análisis de posicionamiento de marcas de equipos celulares en Guayaquil

Abstract

This research analyzes brand positioning strategies in the cell phone market in Guayaquil, Ecuador. Justified by high competition and the growing importance of consumer perception, this study set out to identify the determinants that influence brand choice, assess customer loyalty, and examine the impact of digital marketing on purchase decisions. Using a mixed methodological approach, surveys were conducted with 385 consumers and interviews were conducted with representatives of major cell phone brands in the city. The results reveal that technological innovation and value for money are important in the purchase decision, while customer satisfaction is directly correlated with brand loyalty. In addition, it highlights the significant influence of social networks on consumer behavior. The findings suggest that brands must adopt comprehensive strategies that combine product quality, digital marketing and after-sales service to remain competitive in a constantly evolving market