Factors that influence the intention to purchase mobile phones among young people in the city of Machala
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Abstract
This correlational study investigates the factors that influence the purchase intention of mobile phones in young people in the city of Machala, using a quantitative approach. The objective of this research is to know which are the variables that are related to positioning and how it influences its brand quality, thus having a clearer analysis about the relationship between the chosen constructs, where we include brand loyalty and purchase intention as part of positioning and relate it to brand quality. Using a structured survey with a 5-point Likert scale, data was collected from a sample of young individuals. The analysis employs the Structural Equation Model (SEM-PLS) to validate the reliability and discriminant validity of the constructs. The findings show brand loyalty and purchase intention significantly influence positioning and positioning influences brand quality. This study provides valuable information for marketers seeking to improve brand strategies in the technology market targeting young consumers.
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Fabricio Fernando Flores-Chica, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0005-8449-1728
I am completing the 8th semester of the marketing degree at the Faculty of Business Sciences at the Technical University of Machala. I completed pre-professional internships at the Eureka consulting firm. I passed 6 levels of English at the Continuing Education Center.
Kevin Suscal-Orellana, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0007-9338-120X
I am an eighth semester Marketing student at the Technical University of Machala, specializing in market research and consumer behavior. Currently, I am working on an article about the purchase intention of mobile phones among young people in Machala. My career is highlighted by my academic interest and by the innovative projects I have developed in the area of marketing.
William Stalin Aguilar-Galvez, Universidad Técnica de Machala - Ecuador
http://orcid.org/0000-0002-3844-469X
Degree in Graphic Design (Espoch), Master in Design and Brand Management (Espol), Master in Marketing and Communication (Uide).
He has 12 years of experience as a professional in: Marketing, Design and Advertising.
Author of 2 books:
- "Conceptos introductorios sobre branding" http://repositorio.utmachala.edu.ec/handle/48000/6708
- "Communication and Corporate Image" http://repositorio.utmachala.edu.ec/bitstream/48000/12502/1/Comunicacion-e-eImagenCorporativa.pdf
Published articles:
- "Marca Grafica Chakiñan: proposal from the co-creative system or collaborative system".
- Brand value of a pharmaceutical company in the city of Machala: Mía pharmacies case.
- Analysis of the impact of oppositional advertising in a functional food product.
Auditory Marketing and its Influence in the Purchase of the Consumer of Supermarkets in the City of Machala.
Tatiana Ximena Sánchez-Quezada, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0002-4909-4656
Economist (University of Cuenca), Master in Business Management, mention in Marketing (Universidad Tecnológica América), Master in Public Administration (PUCE) with work experience in the private and public sectors such as Decentralized Autonomous Governments and Public Companies of the province. Professor at the Faculty of Business Sciences of the Technical University of Machala.
Book author:
“Educational Quality in Ecuador” ISBN: 978-9978316-11-5.
“Economic policy in Business Management” ISBN: 978-9942-24-089-7.
Published articles
Factors that affect customer loyalty of SMEs in the city of Machala. https://doi.org/10.33386/593dp.2024.4.2396
Analysis of the factors that affect the brand value of young consumers of sports footwear in the city of Machala. 593 Digital Publisher CEIT | ISSN 2588-0705, 9(3), 931-941. https://doi.org/10.33386/593dp.2024.3.2410
“Analysis of the Factors that Influence the brand value in young people in the city of Machala, textile sector” ISSN 2528-7737
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