Purpose - This study aims to analyze planned behavior theory (PBT) of in the female segment of students to identify variables that influence the decision to acquire an intelligent telephone.Methodology - The study was applied to 384 students of the University of Guadalajara, performing...

Purpose: This research contributed to the customer decision-making style (CDMS) theory in the online framework (eCDMS) to unravel new orientations and segmentation to generate marketing innovation strategies for the new normal firms.Methodology: It is based on a literature review designing a...