Análisis del proceso de decisión de compra de los consumidores de la Empresa NOVICOMPU, en la ciudad de Riobamba

Abstract

The research was based on the study and analysis of the consumer decision-making process of the company Novicompu of the city of Riobamba, for forms that contribute to improving customer satisfaction. To carry out a process of decision of purchase of the users, to carry out a survey, by means of a questionnaire based of the model of behavior of the consumers of Backwell, Engel and Miniard; the sample is of 383 people, it is the economically active population, of the urban sector of Riobamba. A pilot survey has been carried out; an Alpha of 0.9 has been reached. With the biometric equipment; eye tracking and encephalogram the advertising and the emotional response of the users before the isotype of the company is analyzed. Observe the results, describe how the results have a complex behavior of buying a technological product, being influenced by variables such as information, quality and durability of the product. The attention physical infrastructure and publicity of the company. The strategies focus on the direction of customer service, after sales service, advertising on the social network and the writing of Facebook, in order it improve the level of attention, and after the purchase.