IDEAS home Printed from https://ideas.repec.org/a/erv/observ/y2020i26904.html
   My bibliography  Save this article

Las nuevas tendencias de la mercadotecnia y su influencia en el comportamiento de compra del consumidor de Manta - Ecuador

Author

Listed:
  • Dayni Palacios Molina
  • Johnny Ponce Andrade
  • Víctor Solís Cedeño
  • Gladys Salazar Olives

Abstract

La investigación tiene como objetivo analizar la influencia que tienen las nuevas tendencias de la mercadotecnia en el comportamiento de compra del consumidor de Manta - Ecuador. El estudio en términos generales empieza con el concepto y evolución de la mercadotecnia, para posteriormente reflexionar sobre los cambios tecnológicos, sociales y de mercado que han surgido en los inicios del milenio, y finalmente identificar las tendencias y desafíos a los cuales se enfrentan las organizaciones en la actualidad. La investigacion es aplicada, seccional, explicativa, y su diseño es transversal. Se aplicó la encuesta estructurada con una escala comparativa de Likert, validada con el coeficiente de Cronbach, obteniendo un valor de 0,989, con 30 ítems.

Suggested Citation

  • Dayni Palacios Molina & Johnny Ponce Andrade & Víctor Solís Cedeño & Gladys Salazar Olives, 2020. "Las nuevas tendencias de la mercadotecnia y su influencia en el comportamiento de compra del consumidor de Manta - Ecuador," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 269, july.
    • Handle: RePEc:erv:observ:y:2020:i:269:04
    as

    Download full text from publisher

    File URL: https://www.eumed.net/rev/oel/2020/07/consumidor-ecuador.html
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:erv:observ:y:2020:i:269:04. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lisette Villamizar (email available below). General contact details of provider: http://www.eumed.net/cursecon/ecolat/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.