Titulación - Licenciatura en Mercadotecnia
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- Item“Plan de Marketing para San Juan Supermarket & Panadería”.(Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Guachamin Yugcha, Carla Lisbeth; Urcuango Gualotuña, Carmen Mishell; Esquivel Valverde, Ángel FranciscoThe marketing plan is a fundamental tool for commercial businesses, it includes market analysis and serves as a guide to coordinate and execute marketing activities. Based on these fundamentals, the general objective of this research project is to design a marketing plan for San Juan Supermarket & Bakery. To achieve this, a quantitative approach has been taken, allowing the application of a survey directed to 325 people, each of the dimensions of the 4 P's of marketing was evaluated through a Likert scale, resorted to a descriptive research that will allow a future forecast, taking into account the deductive method to analyze and conduct a thorough review of the problems, having a solid foundation as the bibliographic design to understand the context, the use of cross matrix generating strategies through the cross SWOT. One of the main weaknesses was the lack of interaction in social networks. This shortage has caused many customers are not informed about special offers and discounts offered. concluding that this project, has highlighted the diversity and complexity, providing a solid basis for strategic decision making, in order to implement parking, activity in social networks, psychological pricing, staff training, membership card among others.
- Item“Plan de medios para el complejo Rincón de la Luna del Cantón Patate”(Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Landa Changovalin, Yadira Estefania; Tixi Ramírez, Mónica Alexandra; Salguero Núñez, Cristian StalinThe tourism sector is one of the most important and influential economic pillars nowadays since it helps to boost the economic and social development of a sector, at the same time this sector is one of the most competitive so it is important to have a well-structured media plan to attract visitors, differentiate from competitors and position itself in the consumer's mind. Therefore, the main objective of this research work is to design a media plan for effective communication of Complejo Rincón de la Luna in Patate Canton, to achieve this objective we used bibliographic support and a mixed approach methodology, with a descriptive level, which helped to understand the situation of the complex, in addition to the observation method that allowed us to have a clearer perception of our target audience and through a data collection instrument we identified the most efficient media and communication channels. The most popular digital media selected by the users are Facebook, TikTok and the preference in receiving exclusive information by emails, on the other hand the traditional media such as Television, Radio and billboards, these media are considered very relevant when looking for and obtaining information and inspiration in tourist destinations according to their geographical area. Based on the results obtained the strategies that were proposed is the AIDA strategy in combination with ATL and BTL, this allowed us to create a comprehensive campaign that reaches a wide audience and also the specific segmentation, while the AIDA strategy allows us to create persuasive messages to the audience.
- Item“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 FranklinThis 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.
- Item“Plan de medios digitales para Lácteos Maribella en la Provincia de Cotopaxi”.(Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) León Contreras, Analy Belén; Ortiz Paredes, William FranklinThe main objective of this thesis is to develop a proposal for a Digital Media Plan for Lácteos Maribella, in order to boost sales at Cotopaxi province. The research focuses on three specific objectives: bibliographically substantiate the importance of digital media plans in increasing sales, diagnose the current use of digital tools in Lácteos Maribella and the digital situation of their competitors, and propose digital strategies to improve sales. Contextualization of the study reveals a significant growth in Internet use and social networks in Ecuador, highlighting platforms such as Facebook and Instagram. However, it was identified that Lácteos Maribella has a limited presence on social networks and a low interaction level, in contrast to its competitors which employ more dynamic strategies. The proposed plan, based on Dave Chaffey’s model, covers a 12-month period and includes the acquisition of different domains, strategies to increase traffic and social media interaction, creating attractive visual content, and using monitoring tools to adjust real-time campaigns. This work provides a detailed and structured guide to improve its digital presence and increase its sales.
- Item“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 CarolinaThe 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.