Estudio del comportamiento de consumo del Ron Castillo oro debido al incremento del ICE
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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El ron castillo oro es una bebida alcohólica producida por la industria licorera Iberoamericana ILSA S.A. ubicada en la ciudad de Quito, cuya planta se encuentra situada en el sur km. 8 ½ de la vía panamericana, en su producción se aplica el sistema de gestión de calidad ISO 9001.El objetivo se encaminó en realizar un estudio sobre el comportamiento de consumo del ron castillo oro en la ciudad de Guayaquil, en el segundo semestre del año 2016. La metodología desarrollada fue de enfoque cuali-cuantitativa debido a que la información solicitada se encuentra centrada en la obtención de datos numéricos y cualidades del consumidor. La modalidad aplicada fue de orden bibliográfica y de campo, debido a que garantizaron la eficacia de los fundamentos teóricos. El tipo de investigación empleada fue de orden descriptivo y causal, pues la información solicitada pretendió recabar los cambios de conducta. Los resultados obtenidos demuestran que el producto ron castillo oro ha sido afectado en sus ventas, debido al incremento del ICE, la presencia de productos sustitutos y la competencia desleal. Sin embargo también se pudo apreciar que el producto tiene acogida en el mercado donde un 11% de los encuestados manifestó que lo considera excelente, un 66% lo valora de muy bueno, un 19% lo cataloga como bueno y un 4% lo define como regular, en términos generales es un producto de buena calidad. La novedad considerada es el diseño de un plan estratégico exclusivamente para la línea de bebida alcohólica denominada ron castillo oro. En base a la determinación de la problemática se desarrolló una propuesta explícita que tiene como parte fundamental el diseño de un plan estratégico que permita incentivar que los consumidores retomen el consumo del ron castillo oro en la ciudad de Guayaquil.
The roncastillooro is an alcoholic beverage produced by the Iberoamerican Liquor Industry ILSA S.A. located in the city of Quito, whose plant is located in the south km. 8 ½ of the Pan American, in its production the ISO 9001 quality management system is applied.The objective was to conduct a study on the consumption behavior of rum gold castle in the city of Guayaquil, in the second half of2016.The methodology developed was a qualitative-quantitative approach because the requested information is focused on obtaining numerical data and consumer qualities. The modality applied was of bibliographic and field order, because they guaranteed the effectiveness of the theoretical foundations.The type of research used was descriptive and causal, as the information requested sought to collect behavior changes.The results obtained show that the product gold castle has been affected in its sales, due to the increase ofICE, the presence of substitute products and unfair competition.However, it was also possible to see that the product has received in the market where 11% of the respondents stated that it considers it excellent, 66% value it very good, 19% classify it as good and 4% define it as regular, in general terms is a product of good quality.The novelty considered is the design of a strategic plan exclusively for the alcoholic beverage line called roncastillooro. Based on the determination of the problem, an explicit proposal was developed that has as fundamental part the design of a strategic plan that allows to encourage consumers to resume the consumption of gold castle rum in the city of Guayaquil.
The roncastillooro is an alcoholic beverage produced by the Iberoamerican Liquor Industry ILSA S.A. located in the city of Quito, whose plant is located in the south km. 8 ½ of the Pan American, in its production the ISO 9001 quality management system is applied.The objective was to conduct a study on the consumption behavior of rum gold castle in the city of Guayaquil, in the second half of2016.The methodology developed was a qualitative-quantitative approach because the requested information is focused on obtaining numerical data and consumer qualities. The modality applied was of bibliographic and field order, because they guaranteed the effectiveness of the theoretical foundations.The type of research used was descriptive and causal, as the information requested sought to collect behavior changes.The results obtained show that the product gold castle has been affected in its sales, due to the increase ofICE, the presence of substitute products and unfair competition.However, it was also possible to see that the product has received in the market where 11% of the respondents stated that it considers it excellent, 66% value it very good, 19% classify it as good and 4% define it as regular, in general terms is a product of good quality.The novelty considered is the design of a strategic plan exclusively for the alcoholic beverage line called roncastillooro. Based on the determination of the problem, an explicit proposal was developed that has as fundamental part the design of a strategic plan that allows to encourage consumers to resume the consumption of gold castle rum in the city of Guayaquil.
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COMPETENCIA, ESTRATEGIA Y CALIDAD