Packaging como estrategia de comunicación en Marketing, en el proceso de compra de bebidas gaseosas.
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Fecha
2022-03
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El packaging ejerce influencia en la decisión de compra de los consumidores de
cualquier producto, en las bebidas gaseosas, elementos visuales y tangibles ejercen una
presión directa vinculada al valor que el producto brinda, a través de esta investigación se
busca exponer aquellas características que un empaque debe poseer e influyen en la mente del consumidor, siendo usadas como herramientas de comunicación en marketing por parte de las marcas.
Esta investigación se llevó a cabo a través de métodos cualitativos y cuantitativos, lo
cual brindó más oportunidades para que los resultados muestren de una forma más completa
la importancia de ciertos elementos, como son el uso de imágenes, tamaño de presentación o
colores de una marca que son las que mayor peso visual tienen los packaging para el
consumidor. Además de otros elementos que complementan la experiencia y comunicación,
haciendo que el mensaje sea claro, fuerte y llegue a más personas adecuadamente, la
tipografía necesita ser legible y poseer información netamente útil para el consumidor, el tipo
de material del empaque influye en el sabor del producto y en factores ambientales que
generan opiniones y adversidades para el consumidor en el proceso de compra del producto.
Muchas empresas usan distintos materiales para la creación de los empaques, se
adaptan a este para crear estrategias de marketing porque reconocen que sirve de vendedor
indirecto en el supermercado y al usarlo en sus comunicaciones ayuda a empatizar con el
público, logrando fidelizarlos y manteniendo una comunidad más unida a la marca.
The packaging exerts influence on the purchase decision of consumers of any product, in soft drinks, visual and tangible elements exert a direct pressure linked to the value that the product provides, through this research it is sought to expose those characteristics that a package must possess and influence the mind of the consumer, being used as communication tools in marketing by brands. This research was carried out through qualitative and quantitative methods, which provided more opportunities for the results to show the importance of certain elements more fully, such as the use of images, presentation size or colors of a brand which are the ones that have the greatest visual weight in packaging for the consumer. In addition to other elements that complement the experience and communication, making the message clear, strong and reach more people properly, the typography needs to be legible and have clearly useful information for the consumer, the type of packaging material influences the taste of the product and on environmental factors that generate opinions and adversities for the consumer in the process of purchasing the product. Many companies use different materials to create packaging, they adapt to it to create marketing strategies because they recognize that it serves as an indirect seller in the supermarket and by using it in their communications it helps to empathize with the public, achieving loyalty and maintaining a community. more attached to the brand.
The packaging exerts influence on the purchase decision of consumers of any product, in soft drinks, visual and tangible elements exert a direct pressure linked to the value that the product provides, through this research it is sought to expose those characteristics that a package must possess and influence the mind of the consumer, being used as communication tools in marketing by brands. This research was carried out through qualitative and quantitative methods, which provided more opportunities for the results to show the importance of certain elements more fully, such as the use of images, presentation size or colors of a brand which are the ones that have the greatest visual weight in packaging for the consumer. In addition to other elements that complement the experience and communication, making the message clear, strong and reach more people properly, the typography needs to be legible and have clearly useful information for the consumer, the type of packaging material influences the taste of the product and on environmental factors that generate opinions and adversities for the consumer in the process of purchasing the product. Many companies use different materials to create packaging, they adapt to it to create marketing strategies because they recognize that it serves as an indirect seller in the supermarket and by using it in their communications it helps to empathize with the public, achieving loyalty and maintaining a community. more attached to the brand.
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Palabras clave
PACKAGING, COMPORTAMIENTO DEL CONSUMIDOR, GASEOSA, DISEÑO
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