Bibliographic citations
Obregon, A., Condor, T. (2019). Atributos que influyen en la decisión de compra de autos híbridos de la marca Toyota y Hyundai en comparación a adquirir autos convencionales en la zona 7 de Lima Metropolitana [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/626650
Obregon, A., Condor, T. Atributos que influyen en la decisión de compra de autos híbridos de la marca Toyota y Hyundai en comparación a adquirir autos convencionales en la zona 7 de Lima Metropolitana [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/626650
@misc{renati/369227,
title = "Atributos que influyen en la decisión de compra de autos híbridos de la marca Toyota y Hyundai en comparación a adquirir autos convencionales en la zona 7 de Lima Metropolitana",
author = "Condor Sotil, Trilce",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
This investigation has as purpose identify which are the factors more important for a possible buyer of a hybrid car in comparison of a conventional car in Lima Metropolitana, that is why qualitative and quantitative tools have been used to get a result; this will allow car brands to know which factor is more important for the consumer and to empower it through direct and indirect marketing strategies. In the qualitative analysis developed through a focus group, different affirmations and negations were found that are supported through quantitative analysis with the statistical binary logistic model; in this case it was shown that all the variables are important for a possible buyer of a hybrid car; but some are more important than others and this would determine that price and design should be the ones that have to have the focus of the strategies because they are the variables that obtained more importance in the statistical analysis.
This item is licensed under a Creative Commons License