Efectos del valor de marca en el comportamiento del consumidor del mercado de la telefonía celular

The aim of this study is to evaluate the brand equity in the mobile telephony market of the Rioverde metropolitan area and its effects on the decision making process of consumer behavior. The concept of brand value was evaluated with the variables loyalty, quality, notoriety and image, the behavior of the consumer was evaluated with the endogenous characteristics of the individual. The study is quantitative, descriptive and correlational cross-sectional design, a multistage random sampling was carried out to collect the information and the data were analyzed by descriptive statistical techniques and the multivariate technique of canonical correlation. The main results are that Telcel dominates the market share of mobile telephony, in addition that the brand equity is high, the dimension that best evaluated is notoriety and quality respectively, a model was also found that explains the relationship between the brand equity and consumer behavior in the mobile phone market, this being of great relevance to the theory.