Evaluación del capital de marca y su influencia en la decisión de compra del consumidor en los supermercados de la ciudad de Calceta

The current research had as its objective the evaluation of brand equity and its influence on the purchase decision of consumers in supermarkets in the city of Calceta, to comply with this research 4 methodological phases were carried out, where the first was carried out with the identification of the variables brand equity and purchase decision, by collecting bibliographic information, which in turn allowed to know the indicators such as: Brand loyalty, Perceived value, Brand awareness, Perceived quality, Other brand assets, Brand image, Notoriety, Brand personality, Brand associations, while for the purchase decision are: Price, Product, Quality, Delivery time, Payment condition, Brand, Place, Promotion and Advertising. In the second phase, the current state of the variables under study was determined, for which an interview was applied to the supermarket owners and an Ad Hoc survey with Likert scale, to a respective sample of customers who went daily to these stores, studying the results obtained through the SPSS program. While the third phase was carried out with the determination of the correlation that exists between the indicators of the variables brand equity and purchase decision, allowing to know which are being applied in these stores, and then with the last phase and according to these results propose an improvement plan using the 5w+1H technique that would allow to achieve an optimal level of each of the indicators of these variables.

• Autore principale: Ureta Panchana, Jonathan Darío (author)
• Altri autori: Vera Basurto, Gema Nicol (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2021
• Soggetti: Capital de marca; Decisión de compra; Valor Percibido; Publicidad; Calidad
• Accesso online: http://repositorio.espam.edu.ec/handle/42000/1519