Análisis de preferencias en equipos de frío para mantener alimentos y bebidas refrigerados de tiendas de barrio de la ciudad de Guayaquil con propuesta Plan de Comunicación Digital.

Abstract

The purpose of this degree work is to analyze the preferences in commercial refrigeration equipment of the neighborhood stores of the city of Guayaquil to create a digital communication plan for the Global Refrigeración company. This is achieved through a descriptive analysis that consists of a documentary study of consumer theories and an analysis made with interviews of four experts in the area of commercial refrigeration working with mass consumption stores, and surveys of shopkeepers. Therefore, this document becomes a market study based on the needs of the shopkeepers' cold chain. The information collected in the research process shows the interest of shopkeepers in vertical, one-door, energy-saving and glass-door equipment; In addition, it states that one of the main factors that determine their purchasing decisions is price. Focused on the shopkeepers segment, a communication plan was created that considers their preferences, generating highly effective strategies to encourage the purchase of refrigeration equipment offered by Global Refrigeración.