TY  - THES 
TI  - Percepción de marcas por categoría : automóviles
PB  - Universidad Icesi
PY  - 2014
UR  - http://hdl.handle.net/10906/77296
AB  - This investigation is done from the perspective of Marketing and focuses on
analyzing the perception of consumers towards car brands in the Colombian market
by 2014, taking the city of Cali as sample. The research consists of two main parts:
one dedicated to the review of literature and research in the automotive sector from
secondary sources, and another focused on the application of questionnaires to a
representative sample to obtain primary data and conclude from the information
collected. Within of main results of research, its significant the market leadership of
the Chevrolet brand, with about 28% market share, the main reasons for buying a
car are price, fuel consumption and brand, in that order. Finally, it is also found that
the willingness to pay for a car is less than 40 million in over 70% of respondents.
KW  - Mercadeo
KW  - Automóviles
KW  - Mercado colombiano
KW  - Departamento de Gestión Organizacional
KW  - Administración
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Brand perception
KW  - Marketing
KW  - Automobile
ER  -