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

Authors

Francisco Torres Autonomous University of Nuevo León
José N. Barragán Autonomous University of Nuevo León
Leticia Neira Autonomous University of Nuevo León

DOI:

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

Keywords:

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).

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