Diseño y gestión de marca para la comercialización de dulce de pechiche en la ciudad de Machala.
The development of this project is based on the construction of a project in the city of Machala, Province of El Oro. For this purpose, an example is the market research point to obtain information on the most relevant aspects of the purchase decision By consumers and determine from that the possibl...
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| フォーマット: | bachelorThesis |
| 出版事項: |
2017
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| 主題: | |
| オンライン･アクセス: | http://repositorio.utmachala.edu.ec/handle/48000/11677 |
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タグ追加 | 要約: | The development of this project is based on the construction of a project in the city of Machala, Province of El Oro. For this purpose, an example is the market research point to obtain information on the most relevant aspects of the purchase decision By consumers and determine from that the possible acceptance of the product, as well as the most feasible strategies for the positive launch of the product in the competitive market. For the conciliation of this business idea, it was taken as an axis of enterprise the elaboration of a handicraft product with resources of the city of Machala, in this case the idea has been fixed in the sweet of pechiche, that thanks to its characteristics of delight And properties of a fruit gives the opportunity to promote a traditional product in the population of the region of Machene by making known the fruits of our region and with the economic development of a small part of the city. The pechiche turned into sweet questions an irresistible dessert for the people given their exquisite flavors and more for the simplicity of the species that make this preparation a handmade product, that is why these aspects make it possible to add in the preparation a Label can be marketed. For the development of this business idea it was necessary to take relevant information through the primary sources of research exposed in the techniques of surveys and interviews, as well as secondary sources acquired by books and scientific papers. The basis of this business idea was supported by different scientific contributions from several duly cited authors. The project also clarifies the results of the financial analysis of the enterprise together with its brand label, therefore also specifies aspects related to consumer expectations (product design, functionality, quality, economy, etc.). Consequently, the results obtained through the applied research techniques showed that the possibility of the launching of pechiche sweet if it would be acceptable by the customers, and that the aspects of attraction and innovation influenced in the purchase decision are made Reference on the design, quality and presentation of the product, this falls as a base element for the construction of the value of the mark in the mind of the consumer. In this same area, the results provided by the application of the interviews to merchants selling basic necessities, likewise indicated that the expansion of the product in the market would be positive, as long as it is based on the economic possibilities of the population. Finally, it is concluded that the market study as research methodology indicated that the insertion of a new product in a competitive market is based on the demands of consumers, exposed in preference issues as well as aspects of modernity and innovation of the Product, without neglecting that it satisfies its needs of operation, quality and expectations. |
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