“Factores que influyen en la decisión de compra de insumos de seguridad industrial: Un estudio de caso en la empresa OVI Ochoa Ventas e Importaciones.”

Abstract

The decision to purchase industrial safety supplies is influenced by multiple factors that consumers consider important, such as price, perceived quality, and brand perception. Understanding these factors allows companies to design more effective marketing strategies. This study analyzes the factors that influence the purchasing decisions of OVI – ‘Ochoa Ventas e Importaciones’ customers by evaluating the impact of price, perceived quality, and brand perception. A quantitative approach was applied using a structured questionnaire to 87 customers of the company, whose data were analyzed using multiple linear regression to determine the extent of influence of each independent variable on the purchasing decision. The findings showed that brand perception is the variable that has the greatest influence on the purchasing decision, being the only one that is statistically significant (p= 0.044). However, product price, perceived quality, and brand reputation are also valued by customers, generating confidence and support. This shows that 54% of respondents prioritize cost-benefit, and 48.3% consider product perceived quality to be essential. Perceived quality is a key factor in purchasing decisions. Thus, OVI must strengthen its marketing strategy, maintain competitive prices, and reinforce perceived quality and image of its products.