“Valor de marca de la empresa embutidos La Madrileña en el cantón Latacunga”.
The purpose of the degree project focused on determining the brand value of the Company “Embutidos La Madrileña” in the canton of Latacunga, given the company's lack of knowledge about the perception of consumers in certain aspects such as notoriety, loyalty, brand image, perceived quality and...
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| Formato: | bachelorThesis |
| Lenguaje: | spa |
| Publicado: |
2024
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| Acceso en línea: | http://repositorio.utc.edu.ec/handle/27000/12163 |
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Agregar Etiqueta | Sumario: | The purpose of the degree project focused on determining the brand value of the Company “Embutidos La Madrileña” in the canton of Latacunga, given the company's lack of knowledge about the perception of consumers in certain aspects such as notoriety, loyalty, brand image, perceived quality and satisfaction of the brand in the market. For the development of the research project, a quantitative approach was used, with a descriptive level of research; the type of research was field research, using a survey as an instrument of primary data collection; the research design was non-experimental, not manipulating the variables to be analyzed. The EAP determined the study population according to the census "Ecuador Counts on Me 2022" between the ages of 20 - 64. In this research, deficiencies in the elements of brand value were identified, obtaining as results valuable information to generate and propose strategies that can be of support to the entity; in this way, the company will develop an approach to a new vision, improving the participation in the competitive market. |
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