Análisis del comportamiento de los turistas que visitan el mercado artesanal ubicado calle Loja y avenida Alfredo Baquerizo Moreno Guayaquil 2015-2016
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2018-02-16
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Universidad de Guayaquil. Facultad de Comunicación Social
Resumen
El mercado artesanal es un patrimonio cultural de la ciudad de Guayaquil donde se puede encontrar diversidad de artesanías de la cultura ecuatoriana, dicho mercado lleva 34 años brindando atención a sus clientes, este lugar presenta problemas de publicidad ya que hasta el momento no se conoce de ninguna campaña publicitaria que impulse al reconocimiento, comercialización e imagen de las artesanías y novedades que se venden ahí dentro. Mediante esta investigación se ha podido observar que la gente desconoce lo que se vende en el mercado artesanal, es por ello que se ha fijado como objetivo de estudio lo siguiente: Diseñar una campaña promocional para posicionar a la entidad e incrementar las ventas dentro de este lugar. Para determinar los puntos débiles del mercado artesanal se utilizó como instrumento de investigación la encuesta, dirigida al mercado meta de esta plaza comercial y transeúntes del lugar identificando falta de conocimiento que los encuestados tenían acerca de lo que se vendía dentro del mercado, es por ello que con la campaña se desea ofrecer una marca que presenten ideas innovadora que hagan más atractivo este lugar. Se concluye este trabajo de investigación presentando las conclusiones y recomendaciones acorde a los resultados obtenidos de esta investigación.
The craft market is a cultural heritage of the City of Guayaquil where we can find the diversity of crafts of our culture, spent 34 years giving attention to its customers, this place offers advertising problems and so far I do not know of any advertising campaign that promotes the recognition, marketing and the image of the crafts and innovations they sell inside. Through our research has been able to observe that people do not know what is sold in our market, so it has set as a study objective the following: Design a promotional campaign to possess and increase sales within this place. In order to determine the weaknesses of the artisanal market, the survey was used as a research tool, which was aimed at visitors from the artisan market and from the place where we could observe the lack of knowledge that the respondents had close to what was sold inside From the market, this is why the campaign wants to offer a brand that presents innovative ideas that make this place more attractive.This research is concluded by presenting the conclusions and recommendations according to the results obtained from this research.
The craft market is a cultural heritage of the City of Guayaquil where we can find the diversity of crafts of our culture, spent 34 years giving attention to its customers, this place offers advertising problems and so far I do not know of any advertising campaign that promotes the recognition, marketing and the image of the crafts and innovations they sell inside. Through our research has been able to observe that people do not know what is sold in our market, so it has set as a study objective the following: Design a promotional campaign to possess and increase sales within this place. In order to determine the weaknesses of the artisanal market, the survey was used as a research tool, which was aimed at visitors from the artisan market and from the place where we could observe the lack of knowledge that the respondents had close to what was sold inside From the market, this is why the campaign wants to offer a brand that presents innovative ideas that make this place more attractive.This research is concluded by presenting the conclusions and recommendations according to the results obtained from this research.
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CAMPAÑA PUBLICITARIA, PROMOCIÓN, DISEÑO GRÁFICO, MERCADO ARTESANAL, ARTESANÍAS