“Contaminación visual en tiendas de abarrotes y su repercusión en el posicionamiento de marcas de bebidas endulzadas en Guayaquil”
Fecha
2022-03
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
En el presente trabajo se analizó la “Contaminación visual en tiendas de abarrotes y su repercusión en el posicionamiento de marcas de bebidas endulzadas en Guayaquil”, el objetivo general fue analizar la influencia excesiva de la comunicación publicitaria, en la contaminación visual por carteles el cual conlleva a definir los efectos en el reconocimiento de marca. Se ejecutó una investigación, tipo descriptiva, se identificó la población y se escogió la muestra para utilizar en la recopilación de información a través de las herramientas como, las fichas de observación, que fueron ejecutadas en diferentes horarios y evaluar el comportamiento del consumidor en el punto de venta, así mismo, se realizó un focus group para conocer las opiniones, luego las encuestas realizadas a dos grupos, con una lista de preguntas para obtener los datos. Para finalizar con el estudio se definió las conclusiones de los resultados de la recolección de datos y además se determinó recomendaciones las cuales ayudaran a mejorar y reforzar ciertos temas que quedan abierto, que necesitan ser profundizados en estudios a futuro.
In this study we analyzed the "Visual pollution in grocery stores and its impact on the positioning of brands of sweetened beverages in Guayaquil", the overall objective was to analyze the excessive influence of advertising communication in the visual pollution by posters which leads to define the effects on brand recognition. A descriptive type of research was carried out, the population was identified and the sample was chosen to be used in the collection of information through tools such as observation cards, which were executed at different times and evaluate consumer behavior at the point of sale, likewise, a focus group was conducted to know the opinions, then surveys were conducted to two groups, with a list of questions to obtain the data. To conclude the study, the conclusions of the results of the data collection were defined and recommendations were determined, which will help to improve and reinforce certain issues that remain open, which need to be deepened in future studies.
In this study we analyzed the "Visual pollution in grocery stores and its impact on the positioning of brands of sweetened beverages in Guayaquil", the overall objective was to analyze the excessive influence of advertising communication in the visual pollution by posters which leads to define the effects on brand recognition. A descriptive type of research was carried out, the population was identified and the sample was chosen to be used in the collection of information through tools such as observation cards, which were executed at different times and evaluate consumer behavior at the point of sale, likewise, a focus group was conducted to know the opinions, then surveys were conducted to two groups, with a list of questions to obtain the data. To conclude the study, the conclusions of the results of the data collection were defined and recommendations were determined, which will help to improve and reinforce certain issues that remain open, which need to be deepened in future studies.
Descripción
pdf
Palabras clave
COMUNICACIÓN PUBLICITARIA, CONTAMINACIÓN VISUAL, COMPORTAMIENTO DEL CONSUMIDOR, PUNTO DE VENTA
Citación
Apa