Análisis de la evolución en el posicionamiento de las principales marcas de lubricantes automotrices en el norte de la ciudad de Guayaquil durante el periodo 2020-2022.

Abstract

This project is based on the analysis of the evolution of the positioning of the main brands of automotive lubricating oil in the Guayaquil market, specifically in the Norte zone, comparing the pre-and post-pandemic scenario (2020 – 2021). The research arises from the need to determine how certain external factors affect the market and what strategies have been adopted by the different companies dedicated to the commercialization of lubricating oils in order to maintain their market share and continue to be chosen by the final consumer. In order to analyze the research topic, surveys aimed at the final consumer were carried out, where the profile of lubricating oil in the North Zone of Guayaquil was raised, in addition, the external factors that affected the market in the period of time analyzed were identified and finally, the strategies used by the main commercialized brands to be able to face the adverse situation were recognized. With this information, it is concluded that the two factors that most influence the customer’s purchase decision are the quality of the product and the advertising of both the brand and the company itself. And new companies are suggested to invest in brand awareness advertising campaigns and implement strategies to influence the customer’s purchase decision.