Determinar del perfil del consumidor de vino en la ciudad de Guayaquil como parte de una estrategia de marketing digital.

Abstract

The present work consists of determining the profile of the wine consumer as part of a digital marketing strategy in the city of Guayaquil. To carry out this project, various theories that contribute to the work are taken into account. A market investigation was carried out to determine the behavior of the consumer who is willing to acquire this type of beverage, through the investigation it was possible to conclude the decision-making factors that the consumer values when making the purchase of these products, the behavior of the wine consumer and the digital tools that currently impact the market. A marketing plan was carried out for the company Glu Glu Shop where digital strategies were designed that allowed reaching users who met the profile defined in this online company. Also as part of these digital strategies is the creation of a mobile application and a web page for the operation of the company. Finally, the action plan emerged where marketing strategies to be implemented in the introduction of the Glu Glu Shop company were proposed, the marketing expense budget and an audit were also carried out to verify that the proposed results were effective once the company start its operations.