Diseño de estrategias de comunicación para la microempresa comercial Delgado’s en la ciudad de Guayaquil, año 2019.
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2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El desarrollo del presente proyecto de titulación tiene como objetivo el diseñar estrategias de comunicación para la microempresa Comercial Delgado’s ubicado en la ciudad de Guayaquil, que a pesar de tener más de 20 años en el mercado no ha logrado que la marca como tal sea identificada y preferida por clientes. La microempresa es competitiva en precios y otorga créditos fácilmente, pero debido a la carencia de comunicación, no se ha logrado mayor reconocimiento. Para el desarrollo de la investigación se consideró una muestra de 400 personas, para mediante de estas poder recolectar la información a través del método cuantitativo, específicamente la encuesta, y el método cualitativo entrevista realizada a la propietaria de la microempresa. De esta manera se pudo identificar las preferencias de los consumidores en cuanto a medios de comunicación más utilizados, los indicadores que ayudarían a la decisión de compra, etc. Obteniendo estos resultados se determinaron las estrategias comunicacionales idóneas para lograr el reconocimiento de marca.
The purpose of the development of this titling project is to design communication strategies for the Comercial Delgado's microenterprise located in the city of Guayaquil, which, despite having more than 20 years in the market, has not been able to identify the brand as such. preferred by customers. The microenterprise is competitive in prices and grants loans easily, but due to the lack of communication, no greater recognition has been achieved. For the development of the research, a sample of 400 people was considered, through which they could collect the information through the quantitative method, specifically the survey, and the qualitative interview method conducted with the owner of the microenterprise. In this way it was possible to identify the preferences of the consumers regarding the most used means of communication, the indicators that would help the purchase decision, etc. Obtaining these results determined the ideal communication strategies to achieve brand recognition.
The purpose of the development of this titling project is to design communication strategies for the Comercial Delgado's microenterprise located in the city of Guayaquil, which, despite having more than 20 years in the market, has not been able to identify the brand as such. preferred by customers. The microenterprise is competitive in prices and grants loans easily, but due to the lack of communication, no greater recognition has been achieved. For the development of the research, a sample of 400 people was considered, through which they could collect the information through the quantitative method, specifically the survey, and the qualitative interview method conducted with the owner of the microenterprise. In this way it was possible to identify the preferences of the consumers regarding the most used means of communication, the indicators that would help the purchase decision, etc. Obtaining these results determined the ideal communication strategies to achieve brand recognition.
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ESTRATEGIAS COMUNICACIONALES, PUBLICIDAD, RECONOCIMIENTO DE MARCA