Análisis de posicionamiento de las marcas en el sector tecnológico de los Smartphones en Newark, Estados Unidos

Abstract

This research pretends to analyze the positioning of the most representative brands of smartphones in the city of Newark, United States. Taking into account that, there are leading global brands such as Samsung and Apple. Besides that, the research aims to know the variables that influence the purchase of these devices. The methodology used for the research is quantitative, which uses the experimental scheme through statistical techniques of data analysis. The analysis was implemented through a field study, conducting a survey to identify the perception and positioning of brands in Newark. The results showed that the variables that motivate to acquire a certain brand are those inherent to the device, among which are, camera resolution, durability and design; considering the price and service as post-sale. On the other hand, it was determined that the main brands consumed in the Newark market are led by Apple, since the products have innovation, quality and design. Samsung ranks second, defined by offering quality products, but at a lower price.