Análisis del comportamiento del consumidor en De Prati de plaza navona para la creación de una empresa distribuidora de vestimenta de marcas norteamericanas
Fecha
2013-08-14
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Universidad de Guayaquil. Facultad de Comunicación Social. Carrera Publicidad y Mercadotecnia.
Resumen
El presente trabajo de investigación se desarrolla debido a que no se ha realizado un análisis acerca del comportamiento de los consumidores en el establecimiento De Prati de Plaza Navona, en relación a los tipos de marcas de prendas de vestir que prefieren. De Prati, es una empresa que lleva años de funcionamiento en el mercado guayaquileño, lo cual ha contribuido a que sea muy reconocida y haya alcanzado un nivel de posicionamiento gracias a la calidad de productos que comercializa, siempre buscando lograr una mayor satisfacción de sus clientes. La empresa De Prati posee varios almacenes en la ciudad de Guayaquil, por lo tanto, el presente trabajo de investigación está orientado a conocer las tendencias de compra de los consumidores que acuden al establecimiento de la empresa De Prati situado en Plaza Navona, con la finalidad de satisfacer la demanda de los mismos. En el presente documento se incluye un marco teórico y legal que facilitará la comprensión del lector, además se establecen las herramientas que se utilizaron en la investigación. Finalmente, se establece la propuesta, las conclusiones y las recomendaciones pertinentes.
This research work develops due to the fact that it has not conducted an analysis about the behavior of consumers in the establishment De Prati from Plaza Navona, In relation to the types of brands of clothing that they prefer. Prati, is a company that takes years of operation in the Guayaquil market, which has helped to make it very recognized and has reached a level of positioning thanks to the quality of products marketed by, Always seeking to achieve greater customer satisfaction. The company of Prati has several warehouses in the city of Guayaquil, therefore, the current research work is aimed at discovering the buying trends of consumers who come to the establishment of the company De Prati located in Piaza Navona, with the purpose of satisfying the demand of the same. In the present document includes a theoretical framework and legal that will facilitate the understanding of the reader, in addition to establishing the tools that were used in the investigation. Finally, it establishes the proposal, the pertinent conclusions and recommendations.
This research work develops due to the fact that it has not conducted an analysis about the behavior of consumers in the establishment De Prati from Plaza Navona, In relation to the types of brands of clothing that they prefer. Prati, is a company that takes years of operation in the Guayaquil market, which has helped to make it very recognized and has reached a level of positioning thanks to the quality of products marketed by, Always seeking to achieve greater customer satisfaction. The company of Prati has several warehouses in the city of Guayaquil, therefore, the current research work is aimed at discovering the buying trends of consumers who come to the establishment of the company De Prati located in Piaza Navona, with the purpose of satisfying the demand of the same. In the present document includes a theoretical framework and legal that will facilitate the understanding of the reader, in addition to establishing the tools that were used in the investigation. Finally, it establishes the proposal, the pertinent conclusions and recommendations.
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Palabras clave
INVESTIGACION DE MERCADO, COMPORTAMIENTO DEL CONSUMIDOR, SATISFACCION DEL CLIENTE, MARKETING