Análisis del comportamiento del consumidor de desodorantes naturales Caso: marca LULE CARE.
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2022-04
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente trabajo de investigación se realizó bajo un análisis del comportamiento del consumidor hacia los desodorantes y su falta de reconocimiento hacia marcas pequeñas que están incorporándose al mercado con un producto innovador como son los desodorantes naturales, para lo cual se realizó el estudio de temas pertinentes que ayudan al desarrollo de esta investigación y al mayor conocimiento para poder desarrollar de manera puntual el tema. De acuerdo a la recolección de datos se realizaron encuestas y entrevistas que permitieron la obtención de información relevante con lo cual se elaboró la estrategia de marketing adecuada con el fin de impulsar el objetivo planteado detallado en una propuesta de campaña publicitaria orientada hacia la marca Lule Care de la empresa Intiarome S.A, una marca nueva en el mercado con un propósito único de ayudar a las personas y al medio ambiente. Los resultados se detallan en las recomendaciones y conclusiones con la finalidad de dar una visión más clara acerca de la investigación.
The present research work was carried out under an analysis of consumer behavior towards deodorants and their lack of recognition towards small brands that are joining the market with an innovative product such as natural deodorants, for which the study of pertinent topics was carried out. that help the development of this research and the greater knowledge to be able to develop the topic in a timely manner. According to the data collection, surveys and interviews were carried out that allowed obtaining relevant information with which the appropriate marketing strategy was developed in order to promote the objective set out in the detailed research proposal in an advertising campaign proposal oriented towards the Lule Care brand of the company Intiarome SA, a new brand on the market with the sole purpose of helping people and the environment. The results are detailed in the recommendations and conclusions in order to give a clearer view of the research.
The present research work was carried out under an analysis of consumer behavior towards deodorants and their lack of recognition towards small brands that are joining the market with an innovative product such as natural deodorants, for which the study of pertinent topics was carried out. that help the development of this research and the greater knowledge to be able to develop the topic in a timely manner. According to the data collection, surveys and interviews were carried out that allowed obtaining relevant information with which the appropriate marketing strategy was developed in order to promote the objective set out in the detailed research proposal in an advertising campaign proposal oriented towards the Lule Care brand of the company Intiarome SA, a new brand on the market with the sole purpose of helping people and the environment. The results are detailed in the recommendations and conclusions in order to give a clearer view of the research.
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COMPORTAMIENTO DEL CONSUMIDOR, MARKETING, DESODORANTES NATURALES, ESTRATEGIAS
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