Estrategias promocionales para impulsar el posicionamiento de las huecas gastronómicas de la parroquia 9 de octubre del centro de la Ciudad de Guayaquil
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente estudio de investigación tiene como propósito principal el diseño de estrategias promocionales para impulsar el posicionamiento de las Huecas gastronómicas ubicadas en la Parroquia 9 de Octubre del centro de la ciudad de Guayaquil, ya que existe un evidente desconocimiento de las Huecas gastronómicas ubicadas en esta zona por parte de la ciudadanía guayaquileña, siendo estos lugares un medio de la identidad cultural gastronómica de nuestro país y formar parte de la economía popular y solidaria del país. A continuación, se presenta una variedad de estudios bibliográficos y referencias empíricas que ayudan a tener conocimiento más amplio sobre las herramientas fundamentales para un correcto diseño de estrategias promocionales. Las autoras de este trabajo investigativo identificaron que las Huecas gastronómicas no hacen uso de promociones para lograr un adecuado posicionamiento en el mercado, se determinó 5.747 individuos considerados como población, se desarrolló entrevistas y encuestas a cuatro propietarios de las Huecas gastronómicas y a 360 clientes de estos lugares correspondientemente, y se reveló la problemática planteada de que existe un desconocimiento por parte de la ciudadanía hacia las huecas gastronómicas, donde la gran mayoría de los encuestados manifestaron que les gustaría recibir estrategias promocionales. El sistema de dicha estrategia se basa especialmente en la publicidad gráfica, redes sociales, material POP, promoción de venta y relaciones públicas, mecanismos que tienen como finalidad interactuar con los clientes captando su atención de manera que genera un posicionamiento de la marca. El proyecto concluye que las Huecas gastronómicas de la Parroquia 9 de Octubre de la ciudad de Guayaquil aplicando estas herramientas promocionales, produce una correcta relación con los clientes con ello la fidelización influyendo en la toma de decisiones al momento de adquirir un servicio de alimentación.
The main purpose of this research study is the design of promotional strategies to promote the positioning of the gastronomic Huecas located in the parish 9 of October in the center of the city of Guayaquil, since there is an evident ignorance of the gastronomic Huecas located in this Area by the citizens of Guayaquil, these places being a means of the cultural gastronomic identity of our country and being part of the popular and solidarity economy of the country. Next, a variety of bibliographical studies and empirical references are presented that help to have a broader knowledge about the fundamental tools for a correct design of promotional strategies. The authors of this investigative work identified that the gastronomic Huecas do not make use of promotions to obtain an adequate positioning in the market, interviews and surveys were developed to four owners of the Gastronomic Huecas and to 360 clients of these places correspondingly, and the problem was revealed Raised that there is an ignorance on the part of the citizenship towards the hollow gastronomic, where the great majority of the respondents stated that they would like to receive promotional strategies. The system of this strategy is based in particular on graphic advertising, social networks, POP material, promotion of sales and public relations, mechanisms whose purpose is to interact with customers by capturing their attention in a way that generates a brand positioning. The project concludes that the gastronomic Huecas of the 9 of October Parish of the city of Guayaquil applying these promotional tools, produces a correct relationship with customers with it, loyalty influencing the decision making at the time of acquiring a food service.
The main purpose of this research study is the design of promotional strategies to promote the positioning of the gastronomic Huecas located in the parish 9 of October in the center of the city of Guayaquil, since there is an evident ignorance of the gastronomic Huecas located in this Area by the citizens of Guayaquil, these places being a means of the cultural gastronomic identity of our country and being part of the popular and solidarity economy of the country. Next, a variety of bibliographical studies and empirical references are presented that help to have a broader knowledge about the fundamental tools for a correct design of promotional strategies. The authors of this investigative work identified that the gastronomic Huecas do not make use of promotions to obtain an adequate positioning in the market, interviews and surveys were developed to four owners of the Gastronomic Huecas and to 360 clients of these places correspondingly, and the problem was revealed Raised that there is an ignorance on the part of the citizenship towards the hollow gastronomic, where the great majority of the respondents stated that they would like to receive promotional strategies. The system of this strategy is based in particular on graphic advertising, social networks, POP material, promotion of sales and public relations, mechanisms whose purpose is to interact with customers by capturing their attention in a way that generates a brand positioning. The project concludes that the gastronomic Huecas of the 9 of October Parish of the city of Guayaquil applying these promotional tools, produces a correct relationship with customers with it, loyalty influencing the decision making at the time of acquiring a food service.
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ESTRATEGIAS PROMOCIONALES, HUECAS GASTRONÓMICAS, POSICIONAMIENTO