Posicionamiento de marca en la industria de pollos fritos en la ciudad de Cochabamba
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Abstract
El posicionamiento es el lugar que ocupa en la mente de los consumidores un producto o marca con relación a la competencia. ya sean productos o marcas. La presente investigación tiene como objetivo determinar el posicionamiento de marcas de pollo a la broaster en el departamento de Cochabamba - Cercado. Para determinar el posicionamiento de marcas, se ejecutó un análisis de correspondencia simple y se realizaron 227 encuestas dirigidas a hombres y mujeres de 18 años a 70 años que vivan en Cercado - Cochabamba. Se obtuvieron resultados importantes en el mercado de comida rápida específicamente de pollo a la broaster, se determinó cómo están posicionadas las marcas y con qué atributos están relacionadas. Asimismo, se pudo conocer la marca "ideal" para los consumidores y las marcas que se encuentran próximas a la misma. CLASIFICACIÓN JEL: M2, M3, M31.
Positioning is the place that a product or brand occupies in the minds of consumers in relation to the competition, whether they are products or brands. Therefore, the objective of this research is to determine the positioning of broaster chicken brands in the department of Cochabamba - Cercado. In order to determine brand positioning, a simple correspondence analysis was carried out. For 227 surveys were conducted aimed at men and women aged 18 to 70 living in Cercado - Cochabamba. Important results were obtained in the fast-food market, specifically broaster chicken, how the brands are positioned and with what attributes they relate to each of them. Likewise, it was possible to determine the "ideal" brand for consumers and the brands are close to it. JEL CLASSIFICATION: M2, M3, M31.
Positioning is the place that a product or brand occupies in the minds of consumers in relation to the competition, whether they are products or brands. Therefore, the objective of this research is to determine the positioning of broaster chicken brands in the department of Cochabamba - Cercado. In order to determine brand positioning, a simple correspondence analysis was carried out. For 227 surveys were conducted aimed at men and women aged 18 to 70 living in Cercado - Cochabamba. Important results were obtained in the fast-food market, specifically broaster chicken, how the brands are positioned and with what attributes they relate to each of them. Likewise, it was possible to determine the "ideal" brand for consumers and the brands are close to it. JEL CLASSIFICATION: M2, M3, M31.
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No. 53