Carrera Licenciatura en Mercadotecnia

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Browsing Carrera Licenciatura en Mercadotecnia by Author "Andi Avilés, Diana Verónica"

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    “Influencia del valor de marca en los consumidores de calzado Guifer en la ciudad de Ambato”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Pujos Yánez, Graciela de los Angeles; Andi Avilés, Diana Verónica; Villa Andrade, Luisa Carolina
    The purpose of the degree project focused on analyzing the influence of the brand value of the footwear company ‘GUIFER’ on 350 footwear consumers, given the lack of knowledge of the company about the perception of consumers in certain aspects such as brand awareness, brand image, perceived quality, and brand loyalty helped us to determine the elements of brand equity that influence the consumers of Guifer footwear in Ambato. For the development of the research project, a quantitative approach was used, and the type of research was field research, using a survey as the primary data collection instrument. The research design was non-experimental, as the variables were not manipulated. In this case, how the variable ‘Brand and Consumer Value’ behaved in the footwear company Guifer was observed. This research revealed that quality is the main factor driving purchase frequency among Guifer footwear consumers aged 20-54 years. During the study, weaknesses and strengths in the elements of brand equity were identified, providing valuable information that can be of great use to the company. It was analyzed that the three elements that most influence the purchase decision of Guifer footwear consumers are brand awareness, perceived quality, and brand loyalty.