Diseño de estrategias de comercialización para empresas de bebidas isotónicas en la ciudad de Guayaquil.

Abstract

The present research study aims to identify and analyze different marketing strategies for companies of isotonic drinks in the city of Guayaquil through market research and positioning of the different brands in the sector. According to the above, it should be noted that the sector of isotonic drinks is having a great reception in the market which has made it today significantly recognized, so, brands seek to highlight. Based on the previously mentioned, a quantitative research methodology was developed using a descriptive approach, which allows us to better analyze the study through statistics, in order to analyze the surveys, which allow us to identify the influence of the brand during the purchase decision, due to this, a total of 384 surveys with closed questions were conducted. According to the results obtained, it was possible to identify those values and factors considered by the market at the time of purchasing the product, it was possible to identify that factors such as price, flavor, label and packaging are influential during the purchase, therefore, different marketing strategies are presented as an improvement proposal for the isotonic beverages sector in the city of Guayaquil, in order that the companies have better recognition and these can be even more competitive in the market compared to the competition.