Estructura del proceso de decisión de compra en los jóvenes universitarios en equipos de telefonía celular: caso de estudio población universitaria en Monterrey Nuevo León

Francisco Torres; José N. Barragán; Leticia Neira

doi:10.29105/rinn7.13-8

Autores/as

Francisco Torres Universidad Autónoma de Nuevo León
José N. Barragán Universidad Autónoma de Nuevo León
Leticia Neira Universidad Autónoma de Nuevo León

DOI:

https://doi.org/10.29105/rinn7.13-8

Palabras clave:

Mercadotecnia, Psicológico, Situacional, Social, Toma de Decisiones

Resumen

La influencia en los jóvenes universitarios de los elementos sociales, de mercadotecnia y psicológicos en el proceso de compra de equipos de telefonía celular es el objetivo primordial en esta investigación, la cual es orientada a conocer las preferencias y actitud en la compra de teléfonos celulares. Los resultados arrojan datos interesantes sobre como los jóvenes consideran cual es la marca más innovadora en materia de telefonía celular, además de cómo califican a la mejor prestadora de servicios y su actitud ante la propuesta de comunicación sobre innovación de tecnología y promociones. El proyecto se
desarrollo entre estudiantes de nueve universidades del Área Metropolitana de Monterrey (AMM).

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