Carrera Licenciatura en Mercadotecnia

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¨Comportamiento del consumidor y posicionamiento de marca de la UTC Radio¨.
(Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Hurtado Pillajo, Dayana Monserrath; Villa Andrade, Luisa Carolina
The objective of the research was to determine the relationship between consumer behavior and the brand positioning of the UTC Radio station of the Technical University of Cotopaxi, located in the province of Cotopaxi-Ecuador. The methodology used was applied descriptive-correlational. The research was not only based on a theoretical analysis of consumer behavior and brand positioning, but also included empirical research based on the results of the survey carried out through non-probabilistic snowball sampling that gave a result of 340 people surveyed. At the end of the research, it was concluded that there is a significant high relationship between consumer behavior and brand positioning. Similarly, the results obtained from Spearman's correlation allowed the identification of the key factors that influence brand perception and offered a solid basis for the formulation of the future effective marketing strategies. This research also provided valuable insights for other organizations in the media sector facing similar challenges to those of UTC Radio.