The maelstrom of models and brands in the smartphone market forces the consumer to face the purchase decision process before a range of devices with a variety of features and prices. This research examines the intention and decision to buy smartphones, as well as the exogenous and endogenous factors that influence Guayaquil university students when they face these processes. The application of a questionnaire to a sample is carried out in six different university centres, as well as the scientific observation faced as an objective and systemic process. One of the results identifies the need for university students to have a smartphone as a technological tool that apart from providing a series of benefits, gives a perception of acceptance and social status, the work exposes the results so that they can be used as a reference for future marketing strategies by brands.
|Translated title of the contribution||Referential In The Intention And Decision Of Smartphone Purchase In The University Students Of Guayaquil.|
|Original language||Spanish (Ecuador)|
|Journal||INNOVA Research Journal|
|State||Published - 15 Dec 2017|