Diseño de estrategias de packaging para la categoría productos de aseo personal para mujeres
No hay miniatura disponible
Fecha
2018
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En las estrategias de marketing, es un factor primordial para el desarrollo de un bien aplicar estrategias del packaging para que así dicho producto tenga su imagen frente al consumidor. En la actualidad aplicar estrategias de packaging a un bien es importante y se debería usar cada vez más en el mercado ecuatoriano, considerando que el envase o empaque de un producto es esencial para atraer al consumidor en el punto de venta. Este estudio sirvió para conocer las necesidades de un mercado que este caso fueron las mujeres de 18 a 25 años de edad de la ciudad de Guayaquil, perteneciente de la clase social C+ obteniendo un muestra de 384 con la finalidad de conocer sus gustos y preferencias al momento de comprar un producto de aseo personal, para llegar a la propuesta se realizaron varias técnicas de investigación como fueron la entrevista a un experto de estrategias de packaging, focus group a un determinado grupo objetivo donde se logró evidenciar los gusto y preferencias de este grupo con respecto al packaging y se puede confirmar en la encuesta cuyo técnica nos ayudó a evidenciar los gustos y preferencias del mercado objetivo. Estos resultados permitieron que la expansión de la visión de la propuesta con el propósito de hacerla más completa. De esta manera se obtiene una potente herramienta dominio público que servirá de apoyo en el área de marketing e Investigación de mercados.
In marketing strategies, it is a prime factor for the development of an appropriate application for packaging so that the product has its image in front of the consumer. Currently, the packaging tools will be applied to an important element and will be used more and more in the Ecuadorian market, taking into account that the packaging or packaging of a product is essential to attract the consumer at the point of sale. This study served to know the needs of a market that this case was women from 18 to 25 years of age in the city of Guayaquil, belonging to social class C + obtaining a sample of 384 in order to know their tastes and preferences When purchasing a personal hygiene product, to reach the conclusion that several research methods were carried out as a result of the interview and an expert in packaging strategies, the focus group joined the target group where they were able to demonstrate the tastes and preferences of this group with respect to packaging and can be confirmed to the extent that we have helped to analyze the tastes and preferences of the target market. These results allowed the expansion of the vision of the proposal in order to make it more complete. In this way, a powerful tool was obtained that supported the marketing and Market Research area.
In marketing strategies, it is a prime factor for the development of an appropriate application for packaging so that the product has its image in front of the consumer. Currently, the packaging tools will be applied to an important element and will be used more and more in the Ecuadorian market, taking into account that the packaging or packaging of a product is essential to attract the consumer at the point of sale. This study served to know the needs of a market that this case was women from 18 to 25 years of age in the city of Guayaquil, belonging to social class C + obtaining a sample of 384 in order to know their tastes and preferences When purchasing a personal hygiene product, to reach the conclusion that several research methods were carried out as a result of the interview and an expert in packaging strategies, the focus group joined the target group where they were able to demonstrate the tastes and preferences of this group with respect to packaging and can be confirmed to the extent that we have helped to analyze the tastes and preferences of the target market. These results allowed the expansion of the vision of the proposal in order to make it more complete. In this way, a powerful tool was obtained that supported the marketing and Market Research area.
Descripción
Palabras clave
PACKAGING, ESTRATEGIAS, INFLUENCIA, PUNTO DE VENTA