Incidence of Advertising on Public Transport Buses in the Rumiñahui Canton and its Influence on Consumer Behavior

The objective of the present investigation is to determine if the advertising displayed on means of transport in the Rumiñahui Canton has a favorable impact on consumer behavior from the point of view of marketing. The focus of the study is mixed, the type of research is correlational, the design is...

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Autores: Pineda-López, Rosario del Carmen, Moreno-Bastidas, Galo Ramiro, Pineda-López, Roberto
Formato: artículo
Estado:Versión publicada
Fecha de publicación:2019
País:Ecuador
Recursos:Universidad Tecnológica Equinoccial
Repositorio:Revistas Universidad Tecnológica Equinoccial
Idioma:español
OAI Identifier:oai:ojs.ute.edu.ec:article/624
Acesso em linha:https://revistas.ute.edu.ec/index.php/economia-y-negocios/article/view/624
Access Level:acceso abierto
Palavra-chave:Publicidad exterior móvil
Buses
Transporte público
Comportamiento del consumidor
Mobile outdoor advertising
Public transport
Consumer behavior
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spelling Incidence of Advertising on Public Transport Buses in the Rumiñahui Canton and its Influence on Consumer BehaviorIncidencia de la Publicidad en Buses de Transporte Público del Cantón Rumiñahui y su Influencia en el Comportamiento del ConsumidorPineda-López, Rosario del CarmenMoreno-Bastidas, Galo RamiroPineda-López, RobertoPublicidad exterior móvilBusesTransporte públicoComportamiento del consumidorMobile outdoor advertisingBusesPublic transportConsumer behaviorThe objective of the present investigation is to determine if the advertising displayed on means of transport in the Rumiñahui Canton has a favorable impact on consumer behavior from the point of view of marketing. The focus of the study is mixed, the type of research is correlational, the design is non-experimental, cross-sectional and allows measuring the correspondence between the variables: mobile outdoor advertising in public transport and consumer behavior variables. A field investigation was conducted through a structured interview, which was validated by 8 experts. Directors of public transport bus cooperatives were consulted and an interview was conducted with a sample of 383 public transport users, by random sampling of the total population of Rumiñahui. For the purpose of analyzing the data collected, a univariate analysis was performed first for each question and then bivariate with the chi-square test to analyze the influence between the dimensions of the variables. The result obtained was the rejection of the null hypothesis originally proposed, concluding that publicity in public transport buses favorably influences the behavior of public transport users as a strategy to encourage consumption.El objetivo de la presente investigación es determinar si la publicidad visualizada en medios de transporte, en el Cantón Rumiñahui incide favorablemente en el comportamiento del consumidor desde el punto de vista del marketing. El enfoque del estudio es mixto, el tipo de investigación es correlacional, el diseño es de campo no experimental, transversal y permite medir la correspondencia entre las variables: publicidad exterior móvil en el transporte público y las variables del comportamiento del consumidor. Se realizó una investigación de campo mediante entrevista estructurada, la cual fue validada mediante 8 expertos. Se consultó a directivos de cooperativas de buses de transporte público y se realizó una entrevista con una muestra de 383 usuarios del transporte público, mediante muestreo aleatorio de la población total de Rumiñahui. A efectos del análisis de los datos recabados, se realizó en primer lugar un análisis univariado por cada pregunta y luego bivariado con la prueba chi cuadrado para analizar la influencia entre las dimensiones de las variables. El resultado obtuvo el rechazo de la hipótesis nula planteada originalmente, concluyéndose que la publicidad en buses de transporte público influye favorablemente en el comportamiento de los usuarios del transporte público como estrategia para incentivar el consumo. Universidad UTE2019-12-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewedEvaluado por paresapplication/pdfhttps://revistas.ute.edu.ec/index.php/economia-y-negocios/article/view/62410.29019/eyn.v10i2.624Economía y Negocios; Vol. 10 No. 2 (2019): Journal Economía y Negocios (July - December 2019); 124-135Economía y Negocios; Vol. 10 Núm. 2 (2019): Revista Economía y Negocios (Julio - Diciembre 2019); 124-1352602-8050reponame:Revistas Universidad Tecnológica Equinoccialinstname:Universidad Tecnológica Equinoccialinstacron:UTEspahttps://revistas.ute.edu.ec/index.php/economia-y-negocios/article/view/624/486Derechos de autor 2019 Los Autoreshttps://creativecommons.org/licenses/by/3.0/ec/info:eu-repo/semantics/openAccess2023-07-01T16:28:39Zoai:ojs.ute.edu.ec:article/624Institucionalhttps://www.ute.edu.ec/revistas-ute/Universidad privadahttps://www.ute.edu.ec/..Ecuador.1390-65421390-6542opendoar:02023-07-01T16:28:39Revistas Universidad Tecnológica Equinoccial - Universidad Tecnológica Equinoccialfalse
dc.title.none.fl_str_mv Incidence of Advertising on Public Transport Buses in the Rumiñahui Canton and its Influence on Consumer Behavior
Incidencia de la Publicidad en Buses de Transporte Público del Cantón Rumiñahui y su Influencia en el Comportamiento del Consumidor
title Incidence of Advertising on Public Transport Buses in the Rumiñahui Canton and its Influence on Consumer Behavior
spellingShingle Incidence of Advertising on Public Transport Buses in the Rumiñahui Canton and its Influence on Consumer Behavior
Pineda-López, Rosario del Carmen
Publicidad exterior móvil
Buses
Transporte público
Comportamiento del consumidor
Mobile outdoor advertising
Buses
Public transport
Consumer behavior
title_short Incidence of Advertising on Public Transport Buses in the Rumiñahui Canton and its Influence on Consumer Behavior
title_full Incidence of Advertising on Public Transport Buses in the Rumiñahui Canton and its Influence on Consumer Behavior
title_fullStr Incidence of Advertising on Public Transport Buses in the Rumiñahui Canton and its Influence on Consumer Behavior
title_full_unstemmed Incidence of Advertising on Public Transport Buses in the Rumiñahui Canton and its Influence on Consumer Behavior
title_sort Incidence of Advertising on Public Transport Buses in the Rumiñahui Canton and its Influence on Consumer Behavior
dc.creator.none.fl_str_mv Pineda-López, Rosario del Carmen
Moreno-Bastidas, Galo Ramiro
Pineda-López, Roberto
author Pineda-López, Rosario del Carmen
author_facet Pineda-López, Rosario del Carmen
Moreno-Bastidas, Galo Ramiro
Pineda-López, Roberto
author_role author
author2 Moreno-Bastidas, Galo Ramiro
Pineda-López, Roberto
author2_role author
author
dc.subject.none.fl_str_mv Publicidad exterior móvil
Buses
Transporte público
Comportamiento del consumidor
Mobile outdoor advertising
Buses
Public transport
Consumer behavior
topic Publicidad exterior móvil
Buses
Transporte público
Comportamiento del consumidor
Mobile outdoor advertising
Buses
Public transport
Consumer behavior
description The objective of the present investigation is to determine if the advertising displayed on means of transport in the Rumiñahui Canton has a favorable impact on consumer behavior from the point of view of marketing. The focus of the study is mixed, the type of research is correlational, the design is non-experimental, cross-sectional and allows measuring the correspondence between the variables: mobile outdoor advertising in public transport and consumer behavior variables. A field investigation was conducted through a structured interview, which was validated by 8 experts. Directors of public transport bus cooperatives were consulted and an interview was conducted with a sample of 383 public transport users, by random sampling of the total population of Rumiñahui. For the purpose of analyzing the data collected, a univariate analysis was performed first for each question and then bivariate with the chi-square test to analyze the influence between the dimensions of the variables. The result obtained was the rejection of the null hypothesis originally proposed, concluding that publicity in public transport buses favorably influences the behavior of public transport users as a strategy to encourage consumption.
publishDate 2019
dc.date.none.fl_str_mv 2019-12-01
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed
Evaluado por pares
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revistas.ute.edu.ec/index.php/economia-y-negocios/article/view/624
10.29019/eyn.v10i2.624
url https://revistas.ute.edu.ec/index.php/economia-y-negocios/article/view/624
identifier_str_mv 10.29019/eyn.v10i2.624
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://revistas.ute.edu.ec/index.php/economia-y-negocios/article/view/624/486
dc.rights.none.fl_str_mv Derechos de autor 2019 Los Autores
https://creativecommons.org/licenses/by/3.0/ec/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Derechos de autor 2019 Los Autores
https://creativecommons.org/licenses/by/3.0/ec/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad UTE
publisher.none.fl_str_mv Universidad UTE
dc.source.none.fl_str_mv Economía y Negocios; Vol. 10 No. 2 (2019): Journal Economía y Negocios (July - December 2019); 124-135
Economía y Negocios; Vol. 10 Núm. 2 (2019): Revista Economía y Negocios (Julio - Diciembre 2019); 124-135
2602-8050
reponame:Revistas Universidad Tecnológica Equinoccial
instname:Universidad Tecnológica Equinoccial
instacron:UTE
instname_str Universidad Tecnológica Equinoccial
instacron_str UTE
institution UTE
reponame_str Revistas Universidad Tecnológica Equinoccial
collection Revistas Universidad Tecnológica Equinoccial
repository.name.fl_str_mv Revistas Universidad Tecnológica Equinoccial - Universidad Tecnológica Equinoccial
repository.mail.fl_str_mv .
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