Analysis of the positioning of Chinese vehicle brands in Santo Domingo de los Tsáchilas province market.

Abstract

The research is based on the need to investigate the perceptual changes regarding the positioning of Chinese vehicle brands in the province of Santo Domingo de los Tsáchilas, for which it was necessary to broaden the documentary research in the list of references of authors who have developed themes adjacent to the proposed. It is established that the stigma of not acquiring these marks is coming to an end, which is corroborated with the results achieved in the study. It was essential to involve managers of the dealers of Chinese brands in the province, merged into a non-probabilistic sampling for the convenience of owners of this type of car. Finally, evidence that the level of positioning is growing and with good acceptance of customers.