Análisis y evaluación de la percepción relacionada al inbound marketing de los consumidores de vehículos de Guayaquil hacia las marcas chinas modernas en comparación con las marcas tradicionales del sector automotriz.

Abstract

The research entitled "Perception of Inbound Marketing in Vehicle Consumers in Guayaquil: A Comparison between Modern Chinese Brands and Traditional Brands in the Automotive Sector" aims to analyze and evaluate how digital marketing advertising influences the perception of residents of Guayaquil when choosing between Chinese and traditional vehicle brands. To achieve this, a quantitative research methodology is employed, allowing the identification of independent and dependent factors at play. The research focuses on determining which specific factors influence consumer behavior and perception in the automotive industry. The results demonstrate that various elements, such as the vehicle brand, advertising medium, and demographic characteristics of consumers, play a crucial role in the acceptance and preference for a particular brand. These findings suggest that the impact of digital advertising varies depending on several contextual factors. In summary, the study examines how Inbound Marketing affects the perception of consumers in Guayaquil when choosing between Chinese and traditional vehicle brands. Through a quantitative approach, the factors influencing consumer purchasing behavior and perception in the automotive industry are analyzed and compared. The results highlight the importance of considering both advertising strategies and demographic factors in understanding how consumers choose between different vehicle brands.