Referenciales en la Intención y Decisión de Compra de Smartphone en los Estudiantes Universitarios de Guayaquil

The vortex of models and brands in the smartphone market forces the consumer to face the purchase decision process before a range of devices with a variety of features and prices, this research examines the intention and decision to purchase smartphones, as well as the exogenous and endogenous factors that influence university students in Guayaquil when facing these processes. A questionnaire was applied to a sample of six different university centers, and scientific observation was also used as an objective and systemic process. One of the results identifies the need of university students to have a smartphone as a technological tool that apart from providing a number of benefits, gives them a perception of acceptance and social status, the work exposes the results so that they can be used as a reference for future marketing strategies by brands.