Análisis del comportamiento de compra de Franquicias de los clientes de la empresa maderera Masisa en la ciudad de Guayaquil.

Abstract

For every business it is important to know the behavior of its consumer’s behaviormore so when said consumer becomes an intermediary or channel of communication with prospective clients, creating that referential connection to retain him as an end-client. .This research seeks to analyze why the decision of multiple distributors of the company Masisa have doubts when deciding on a franchise of the company. There has been a series of opinions gathered about the company and it has an excellent positioning and brand recall within the wood business, the problem is presented and other instances such as franchise price, competition and delivery logistics that delay the decision of the consumers. It highlights the behavior of the consumer in that by status or better commercial references they join an investment of this category.