Influencia visual del packaging en la decisión de compra de los productos de marca blanca en los distintos supermercados de la ciudad de Riobamba.

The research focused on the analysis of the visual influence of product packaging. white line in the decision to purchase products in supermarkets in the city of Riobamba, especially in the Supermaxi chain. A descriptive research was carried out on mixed order, combining qualitative and quantitative data, obtained through observation direct and customer survey. A non-experimental design was used, with dependent variables and independent related to product appreciation and purchase intention of users, according to the visual design of the product. Ethnographic methods were applied, deductive and analytical-synthetic, as well as the project methodology of Robert Scott, based on the four causes: first, formal, material and technical. The study population was defined according to inclusion and exclusion criteria, resulting in a total of 25,741 people, of which They selected 378 for the sample and 30 for the survey. The results obtained showed that The research aims to improve packaging design for branded products white dairy products of the Supermaxi chain, using the project methodology of Robert Scott and SWOT analysis. The characteristics that users demand were considered, according to the survey carried out, and improvements were proposed in typography, color, illustrations and the shape of the packaging. The Supermaxi case study was presented as an example of application of the methodology and improvements. The new design seeks to increase visual appeal, identification of the brand and the product, and the nutritional information of consumers.

• 1. Verfasser: Remache Asqui, Richard Manuel (author)
• Format: bachelorThesis
• Sprache: spa
• Veröffentlicht: 2024
• Schlagworte: Packaging; Supermaxi; Riobamba; Influencia visual
• Online Zugang: http://dspace.unach.edu.ec/handle/51000/12271