Impacto de la publicidad en medios no masivos en el posicionamiento de las marcas nacionales en los usuarios de centros comerciales del norte de Guayaquil. 2017.
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Se presentó un proyecto de investigación basado en la incidencia que tiene la publicidad Below the line (BTL) para los usuarios en los centros comerciales del norte de Guayaquil, empezando en este sector de la ciudad debido a que en este se ubican los centros comerciales más reconocidos y generan una gran afluencia de visitantes. Con la finalidad de recopilar información se aplicó una investigación de campo, se escogió una muestra estratificada de 384 personas que cumplan con ciertas características, entre ellas las de ser visitantes de los centros comerciales, la muestra se calculó a partir del total de visitantes de los centros comerciales del norte de la urbe, que asciende a una población aproximadamente de 1.500.000 ciudadanos al mes, de todos los niveles socioeconómicos. En cuanto al tipo de investigación implementada fue de campo con un enfoque mixto, y para la obtención de datos se utilizó cuestionarios como instrumento principal, para luego realizar el respectivo análisis del estudio. Finalmente, con los resultados obtenidos una vez analizados proponer modelos de herramientas BTL que permitan un buen uso y sirvan de ayuda para aquellas marcas ecuatorianas que tienen un bajo posicionamiento de sus marcas.
This research was presented based on the incidence that the Below the line (BTL) advertisement has on the regular costumers of the shopping centers located at the north of Guayaquil, it started in this part of the city because the most recognized shopping centers are in this area and generate a lot of visitors. To collect the information required, a field research was applied, a sample of 384 people with certain characteristics was selected, which included being a visitor of these shopping centers, this sample was calculated from the quantity of visitors that these places receive a month, which raises up to a population of 1.500.000 approximately. These population doesn´t belong to a specific social stratum. The type of field research applied is a mixed approach and for obtaining the information we needed, the use of questionnaires was the main instrument so that the results could be analyzed once the research is done. Finally, once all the results are analyzed, a new proposal for the use of BTL tools can be made. A new way of using them to help the national brands that are not well positioned.
This research was presented based on the incidence that the Below the line (BTL) advertisement has on the regular costumers of the shopping centers located at the north of Guayaquil, it started in this part of the city because the most recognized shopping centers are in this area and generate a lot of visitors. To collect the information required, a field research was applied, a sample of 384 people with certain characteristics was selected, which included being a visitor of these shopping centers, this sample was calculated from the quantity of visitors that these places receive a month, which raises up to a population of 1.500.000 approximately. These population doesn´t belong to a specific social stratum. The type of field research applied is a mixed approach and for obtaining the information we needed, the use of questionnaires was the main instrument so that the results could be analyzed once the research is done. Finally, once all the results are analyzed, a new proposal for the use of BTL tools can be made. A new way of using them to help the national brands that are not well positioned.
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POSICIONAMIENTO, CENTROS COMERCIALES, MARCAS NACIONALES