Influencia publicitaria en el consumo de material de ferretería en Mucho Lote I, para elaboración de un catálogo promocional
Fecha
2018-10
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente análisis observa la influencia publicitaria en el consumo de material de ferretería en la localidad de Mucho Lote I de la ciudad de Guayaquil. Con base en observación preliminar, se identificó el limitado uso de herramientas publicitarias por parte de negocios vinculados al ramo, acción que limita su capacidad competitiva. Se inicia con una revisión teórica de publicidad, los beneficios que ésta proporciona, la influencia sobre el consumidor, y el diseño de catálogos. Así mismo, se llevó a cabo una investigación exploratoria, a través de la cual se recopiló información de las percepciones y opiniones de los consumidores del sector y profesionales de la construcción, quienes fueron considerados como la población de estudio. Los resultados obtenidos determinaron que en la principal influencia publicitaria a la cual están expuestos los consumidores, es la denominada publicidad de boca en boca. A la vez, se identificó la factibilidad de implementar un catálogo promocional, lo que llevó al diseño de una propuesta de catálogo en versión física y digital bimensual que servirá de medio especializado para la exposición publicitaria de las ferreterías del sector, que a la ves sirve como emprendimiento, aunque este último aspecto no es parte de la presente investigación.
This analysis shows the advertising influence consumption of hardware in the field of lot lot I of the city of Guayaquil. Based on preliminary observation, identified the limited use of advertising tools by businesses linked to the industry, action that limits its competitiveness. It starts with a theoretical review of advertising, the benefits that this provides, the influence on the consumer, and the design of catalogues. Likewise, was conducted an exploratory investigation, through which was collected information of the perceptions and opinions of consumers in the sector and construction professionals, who were considered as the study population. The results determined that on the main advertising influence which are exposed consumers, it is called word of mouth advertising. At the same time, the feasibility of implementing a promotional catalog, were identified which led to a proposal for catalog design bi-monthly physical and digital version that will serve as a specialized means of advertising exposure of the hardware store in the sector, which you see serves as a venture, although this last aspect is not part of the present investigation.
This analysis shows the advertising influence consumption of hardware in the field of lot lot I of the city of Guayaquil. Based on preliminary observation, identified the limited use of advertising tools by businesses linked to the industry, action that limits its competitiveness. It starts with a theoretical review of advertising, the benefits that this provides, the influence on the consumer, and the design of catalogues. Likewise, was conducted an exploratory investigation, through which was collected information of the perceptions and opinions of consumers in the sector and construction professionals, who were considered as the study population. The results determined that on the main advertising influence which are exposed consumers, it is called word of mouth advertising. At the same time, the feasibility of implementing a promotional catalog, were identified which led to a proposal for catalog design bi-monthly physical and digital version that will serve as a specialized means of advertising exposure of the hardware store in the sector, which you see serves as a venture, although this last aspect is not part of the present investigation.
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COMPORTAMIENTO DEL CONSUMIDOR, CATÁLOGO DE PRODUCTOS, INFLUENCIA PUBLICITARIA, BEHAVIOR OF CONSUMER
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