Carrera Licenciatura en Mercadotecnia

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Browsing Carrera Licenciatura en Mercadotecnia by Subject "COMPORTAMIENTO DEL CONSUMIDOR"

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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.
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    “El merchandising en el comportamiento del consumidor en supermercado SurtiMas”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Oña Mise, Leydi Johana; Ortiz Paredes, William Franklin
    This study aims to determine the relationship between merchandising and consumer behavior at SurtiMas supermarket, scientifically grounded in how merchandising influences consumers' making decision. The research has a quantitative approach, with exploratory, explanatory, and correlational levels. Through a data collection instrument validated by the SPSS tool using Cronbach Alpha and the KMO test, the instrument underwent a pilot test with 25 units in a similar supermarket to adjust the survey. Subsequently, consumers of the company were surveyed, and the results revealed that there is a significant relationship between merchandising and consumer behavior. Specifically, the arrangement of products, promotions, furniture, and equipment have a significant impact on customer satisfaction. To conclude this study, some strategies were proposed based on the types of merchandising and Philip Kotler's for the establishment redesign, where the main focuses are Layout Optimization, Category Management, Point-of-Sale Promotions, and General Lighting to generate purchase interest and increase customer satisfaction at SurtiMas supermarket.