Comportamiento del consumidor de purificadores de agua en la ciudad de Guayaquil y desarrollo de estrategias de promoción para la distribuidora VelaProm. S.A.
No hay miniatura disponible
Fecha
2021
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
En esta propuesta se realizó un análisis profundo del consumidor para poder cumplir con el objetivo general que es finalmente conocer el comportamiento del consumidor de los purificadores de agua en la ciudad de Guayaquil, se realizó entrevistas profundas y encuestas para conocer sus motivaciones, características y comportamiento post venta. Se realizó el estudio de temas elegidos para el proceso de esta investigación y poder lograr el desarrollo de estrategias de promoción para la distribuidora VelaProm S.A, se plantea una propuesta de campaña publicitaria enfocada en el marketing digital, particularmente en Facebook e Instagram que son los canales de interacción que utilizan los consumidores según los resultados obtenidos, la campaña se realizará durante el periodo de 3 meses que tiene como objetivo dar a conocer los beneficios y la importancia de los purificadores de agua de la marca Nikken, comunicando el eje de la campaña “Mejor si la naturaleza está contigo”.
In this proposal, a deep analysis of the consumer was carried out to meet the general objective that is finally to know the behavior of the consumer of water purifiers in the city of Guayaquil, in-depth interviews and surveys were carried out to know their motivations, characteristics and behavior. after sale. The study of topics chosen for the process of this investigation was carried out and to be able to achieve the development of promotional strategies for the distributor VelaProm SA, a proposal for an advertising campaign focused on digital marketing is proposed, particularly on Facebook and Instagram, which are the channels of interaction that consumers use according to the results obtained, the campaign will be carried out during the period of 3 months that aims to publicize the benefits and importance of Nikken brand water purifiers, communicating the axis of the campaign “ Better if nature is with you”
In this proposal, a deep analysis of the consumer was carried out to meet the general objective that is finally to know the behavior of the consumer of water purifiers in the city of Guayaquil, in-depth interviews and surveys were carried out to know their motivations, characteristics and behavior. after sale. The study of topics chosen for the process of this investigation was carried out and to be able to achieve the development of promotional strategies for the distributor VelaProm SA, a proposal for an advertising campaign focused on digital marketing is proposed, particularly on Facebook and Instagram, which are the channels of interaction that consumers use according to the results obtained, the campaign will be carried out during the period of 3 months that aims to publicize the benefits and importance of Nikken brand water purifiers, communicating the axis of the campaign “ Better if nature is with you”
Descripción
pdf
Palabras clave
MARKETING DIGITAL, COMPORTAMIENTO DEL CONSUMIDOR, ESTRATEGIAS DE PROMOCIÓN, PURIFICADORES DE AGUA
Citación
Apa