Análisis del comportamiento de compra de impresoras multifuncionales en empresas pequeñas de Guayaquil, Daule y Samborondón.

Abstract

Being the printer an essential tool in today's companies, and considering that this industry is part of the technological innovation for office equipment this research will study the problem in the decrease of the sales of multifunctional printers so it will analyze the behavior that The consumers of printers in small companies in Guayaquil, Daule and Samborondón are the printers such as the main use they give to the printer, the type of printer they currently use, the means by which they purchase this equipment, the factors that affect it and the factors that influence the purchase decision through a methodology of mixed research, through a qualitative study and a quantitative study. The quantitative research will be carried out on a finite population using the simple random method in order to identify the characteristics of the consumers of printers that help us establish customer profiles to which a RICOH multifunction printer could be sold in A4 format. In addition, in order to focus on the survey questions, qualitative research will also be conducted through in-depth interviews with purchasing managers or system managers of these small companies. The purpose of this research will be to analyze quantitative results and compare them with testimonies from in-depth interviews in order to generate recommendations for increasing the sales of multifunctional equipment in A4 format.