Marketing mix: influencia en el comportamiento del consumidor de videojuegos por grupos etarios en Manta.

Abstract

This study examines how the marketing mix influences video game consumer behavior in Manta, Ecuador. Using quantitative and descriptive methods, cross-sectional and bibliographic, interviews were conducted with 382 people in a specific age group. The results show that product, pricing, promotion, and distribution strategies significantly influence consumer purchasing decisions and preferences. The importance of adapting these strategies to capture and retain different market segments was emphasized. The results highlight the need for further research to optimize marketing activities in the video game industry.