Evaluación de la imagen de marca ecológica y su influencia en la decisión de compra de los jabones ecológicos en la ciudad de Portoviejo

The objective of the research was to evaluate the brand image of ecological toilet soaps and its influence on the purchase decision of consumers in Portoviejo city. The descriptive, bibliographical and field study was developed in four stages: (1) the indicators of the variables image of ecological brand and purchase decision were identified, through a bibliographic review and for the selection the technique of meta- analysis; (2) the current situation of the ecological toilet soap brand was assessed through a Likert-type structured survey based on the indicators of the variables, previously selected, the survey was applied to a sample of the PEA from Portoviejo, the internal consistency was determined with the calculation of the Alpha of Cronbach and an Ishikawa diagram was elaborated to analyze the problem detected and the factors of influence; (3) the existing correlation between the study variables was defined, using the Pearson method; (4) and improvement actions were proposed to contribute to the positioning of organic toilet soap brands in the city, through the development of a 5w+1h matrix. The main results determined that the ecological brands of toilet soaps have a low position in the Portoviejo market. It is concluded that there is a positive and strong correlation between the brand image and the purchase decision, which is why the indicators of these variables must be considered in the formulation and application of strategies.

• Hlavní autor: Vera Saldarriaga, Hilder Enrique (author)
• Další autoři: Zambrano Villamil, Ana Gabriela (author)
• Médium: masterThesis
• Jazyk: spa
• Vydáno: 2022
• Témata: Evaluación; Imagen de marca; Decisión de compra; Correlación; Posicionamiento
• On-line přístup: http://repositorio.espam.edu.ec/handle/42000/1811