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 UANL
  • José N. Barragán UANL
  • Leticia Neira UANL



Key words: Decision Process, marketing, psychological, situational, social

Abstract: Influences among college students such as social situational frame, marketing efforts and purchase decision process of cellular phones is the main objectives in this research, which is oriented to analyze the preferences and attitude in shown in the purchase of cellular telephones. The results allows interesting information on how college students consider which is the most innovating manufacturer in cellular telephony, besides how they
rank their best provider/ carrier of cellular services and also how they shown their attitude towards the communication channels appropriate for receiving news about technology innovation and sale promotions. The research project was developed among college students from nine universities in the Metropolitan Area of Monterrey (AMM).

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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Cómo citar

Torres, F., Barragán, J. N., & Neira, L. (2017). 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. Innovaciones De Negocios, 7(13).