Análisis de comportamiento de compra de televisores Smart TV del segmento B-C+ en la ciudad de Guayaquil.

Abstract

The ecuadorian market presents differents options when purchasing a television. However, the brands still fail to determine what are the factors that make the consumer decide for a specific product. The trand of Smart products has marked a decisive purchase behavior in the consumer. According to the National Institute of Statistics and census (INEC), 54% of the population possesses an inteligent device, whether Smartphone, digital Tablet, Smart TV. This high number of consumers encourages distributors to look for products that adapt to this trend. Since 2012, the most representative TV brands started importing televisions with Smart technology or Smart TV. In that year they reached 2% of national imports, but in just four years that participation reached 74%. This research aims to demonstrate what factors consumers appreciate most within the Smart TV range, with the purpose of creating communication campaigns focused to increase the share of consumer participation for the LG Brand within the ecuadorian territory.