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Authors

  • Deysi Janneth Veintimilla Soliz Estudiante de Ingeniería en Marketing de la Escuela Superior Politécnica de Chimborazo, Ecuador
  • Cristian Oswaldo Guerra Flores Docente de la Escuela Superior Politécnica de Chimborazo, Ecuador
  • Jorge Antonio Vasco Vasco Docente de la Escuela Superior Politécnica de Chimborazo, Ecuador

DOI:

https://doi.org/10.33936/eca_sinergia.v11i1.1923

Keywords:

consumer, marketing, decision, purchase, Howard and sheth model

Abstract

  The present research work influence the behaviour of the consumer of Almacenes jacome of the city of Riobamba, aims to determine what factors help improve the decision making of purchase of household appliances. To which quantitative – quantitative research was applied, using techniques such as observation, the survey based on the predetermined model of consumer behavior of Howard and Sheth and finally the biometric ayetraking equipment was used to analyse advertising images. After the data was analysed and interpreted, it was evidenced that the most relevant decision factors are: quality, durability, convenient prices, brand, customer service and product delivery time. Also, he demonstrated the need to improve the information medium that social networks prefer, in terms of experimentation, it was possible to identify that the images do not have elements that attract the attention of consumers.   Keywords: consumer; marketing; decision; purchase; Howard and Sheth model.

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References

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Romero, J. (2016). Neuromarketing. Obtenido de Herrameintas utilizadas por el Neuromarketing: https://neuromarketing.la/2015/12/herramientas-utilizadas-por-el-neuromarketing/

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Additional Files

Published

2020-01-31

Issue

Vol. 11 No. 1 (2020): January - April

Section

Artículo de Revisión

License

Copyright (c) 2020 Deysi Janneth Veintimilla Soliz, Cristian Oswaldo Guerra Flores, Jorge Antonio Vasco Vasco

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.