El comportamiento del consumidor ante la promoción de ventas y la marca del distribuidor : caso de estudio ¨La Chilenita¨.

Abstract

Faced with the evolution of the consumer in the volatile markets, it is necessary to study the behavior of this, in order to use market strategies such as sales promotions and the distributor's brand, in order to meet the needs of the market . Nowadays, so that the companies dedicated to the sale of mass consumption products can stay in the market and their product has a good market position, it is necessary to make an exhaustive study of the reason for which the consumer buys, for this applied a descriptive and correlational investigation through the application of a survey as a data collection technique. The main findings that showed the research is that the purchase of mass consumer products relates to each other sales promotion strategies and distributor brand. Therefore, the purpose of the proposal is to implement a marketing mix plan within the company that has been taken as a case study, and in this way regulate everything related to promotion, distribution and pricing policies.