Influencia de la marca en la decisión de compra de bebidas gaseosas en la ciudad de Guayaquil.

Abstract

This research work seeks to identify consumption trends in the soft drink sector in the city of Guayaquil based on the study of brands and their positioning in the market through the implementation of different loyalty and brand strategies. According to the above, a methodology with a quantitative paradigm was used through a descriptive approach, which does not allow the implementation of statistics through the tabulation, interpretation, and analysis of the surveys with the objective of knowing how the brand influences the purchase decision, therefore, surveys with closed questionnaires were applied to a total of 275 people. The results obtained allowed us to identify factors through which the purchase decision is influenced, factors such as flavor, price, quality, size, as well as the glass container are very influential during the decision to purchase the product compared to the competition, therefore a proposal for improvement is presented for the soft drink sector in the national market, with the objective that national brands have a better recognition, position and acquisition in the market in future actions.