Análisis de marcas de tiendas de ropa nacionales y extranjeras en la generación X en la ciudad de Guayaquil.

Abstract

This project is developed in order to Analyze the perception of national and foreign clothing brands in generation x, in Guayaquil city. Through the research carried out and the results obtained, it was possible to achieve all the objectives set, managing to establish a model of brand perception. First, the textile industry was researched with reference to Generation X, and then the three fundamental frameworks were constructed. The theoretical framework shows theoretical definitions in order to understand the subject to study. On the other hand, in the referential framework, different studies related to the project topic are presented. Finally, the legal framework sets out each of the laws and regulations of the brands in the country. On the other hand, the tools to carry out qualitative and quantitative research are interviews with experts, focus groups, projective techniques and the survey applied in different sectors of Guayaquil city. Through these tools, the internal and external aspects and attributes of the brands are analyzed in order to obtain the perception of them within this generation. Finally, the Identity Brand Prism model and the perceptual positioning map are developed, which allow defining the value proposition for these clothing brands belonging to Guayaquil market.