Impacto de la calidad y valor percibidos sobre la intención de compra: sector automotriz
DOI:
https://doi.org/10.18779/csye.v7i1.645Palabras clave:
valor percibido, calidad percibida, intención de compra, estrategia, marketingResumen
El aumento de la utilización de transporte terrestre ha provocado un incremento de negocios que basan su actividad comercial en adquirir los bienes y/o servicios direccionados a cumplir las necesidades que surgen a diario en el sector automotriz para mantenimiento o repuestos de estos medios de transporte, es así que existe una alta demanda en el sector automotriz y se vio la necesidad de identificar ciertos factores que los consumidores más toman en cuenta al momento de adquirir estos tipos de productos, de manera que se identificó al valor percibido y la calidad percibida como variables que podrían afectar la intención de compra del consumidor, lo que se llevó a cabo bajo una investigación descriptiva con enfoque cuantitativo mediante la aplicación de encuestas por medio de cuestionarios previamente validados en la literatura a diferentes negocios del sector automotriz. Los resultados demostraron que tanto el valor percibido como la calidad percibida son factores que impactan significativamente de forma positiva sobre la intención de compra del consumidor cuando actúan de manera independiente; por lo que este estudio aporta con información importante, principalmente para el sector automotriz sobre ciertos predictores en sus ventas, aunque también contiene información relevante para otros sectores de la economía que les permitan formular o reformular sus estrategias de ventas. Otro hallazgo importante es que cuando el valor y la calidad percibidos actúan al mismo tiempo sobre la intención de compra, la calidad percibida deja de ser significativa, por lo que no sería recomendable crear una estrategia de promoción de las variables al mismo tiempo.
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