Factors affecting the selection of dealer in the purchase of motorcycles in Medellin: a case study
Abstract
This study was conducted to establish what are the criteria that the consumer takes into account when selecting the site (licensee) purchase of motorcycles distributed. In this regard, data collection was done considering only subjects who acquired motorcycle dealer. Assuming a quantitative research, a theoretical sample of 294 and a real participation of 60 individuals selected probabilistically, the influence of various factors related to the purchase decision was measured. As a result of this measurement, and consistent with the literature, we found that one of the factors that respondents considered as most crucial subjects to choose where to buy your motorcycle is the influence of the recommendations of others. Among the main conclusions that were reached is that the gifts given by the purchase does not necessarily increase the level of sales, instead offer them to those buyers with referrals or invest in improving the quality of service could be good alternatives to leverage factors rated as the most significant.
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