Análisis de la incidencia de las estrategias de marketing digital en el mercado de pinturas en la ciudad de Guayaquil.

Abstract

The present project has the study of knowing the behavior of buyers of paint products and the incidence that exist in digital marketing for the acquisition of this type of products, the impact that exists in the communication and promotion of the paint market in the city of Guayaquil. In the proper data collection is used hypothesis testing in which this study is tested. The scope of the project is descriptive, exploratory, explanatory and correlational study where the characteristics, personality profiles, traits, companies, groups or other phenomena necessary in this research are obtained. The method is qualitative and quantitative with survey and interview techniques to a population that is directed to the inhabitants of the city of Guayaquil that after the application of the infinite sample has 384 subjects of study that manage to recognize the behavior of the buyers of paintings through the use of digital media, revealing the notorious characteristics of a person who requires this product virtually or in person, and highlighting that it is obtained by the need to demonstrate a better profile and presentation in homes, which demonstrates a state of improving the lifestyle and not vanity or impulse purchases.