Análisis de las estrategias de marketing implementadas por los concesionarios de venta de autos usados en el sector norte de la ciudad de Quito, año 2023

Abstract

The objective of this research was to analyze the implementation of marketing strategies used by used car dealers in the northern sector of the city of Quito during the year 2023, with the purpose of evaluating their effectiveness in attracting and retapaining customers. To carry out this, a mixed approach was chosen that emphasized the descriptive and quantitative, with a survey of ten questions applied to a group of one hundred individuals. The analysis made it possible to know how individuals access information about cars, the kinds of things that generate greater security for them and also what are the preferred channels for the purchase or start of a vehicle. The conclusions showed that social networks, particularly Instagram and Facebook, have become the most profitable channels to attract the attention of intended consumers. In addition, factors such as the recommendation of an acquaintance, the security of the seller and the accuracy of the technical information are of great importance in the purchase decision. Despite the fact that there is a high dose of uneasiness and uneasiness through online channels, many consumers still prefer to experience it in person, going out in stores beforehand to be able to make a final decision. Concluding that digital marketing has become a powerful tool for used car suppliers, which allows them to expand their radius of action, be present in the market and improve the customer experience. This study provides a current insight into consumer behavior within the automotive area and provides advice on how it is possible to shift marketing tactics to new ways of shopping influenced by technology