Análisis de la percepción de imagen de las marcas de fideos instantáneos en la ciudad de Guayaquil.

Abstract

The purpose of this thesis is to analyze how the image of instant noodle brands is constructed in the city of Guayaquil, focusing on the associations and real meanings given to them by consumers. As this is a mass consumption product, it is essential to understand what perceptions drive consumer preference for this type of product. To achieve this, the present study applied a mixed research methodology, where, after reviewing the theoretical bases, the relevant findings of the quantitative and qualitative results were cross-referenced, seeking to go beyond the statistical data to understand the subjective assessments behind each brand preference according to perception. As the findings indicate, brand image in this segment is mainly shaped by price, taste, presentation, trust, and reputation, factors that directly influence the purchase decision. Ultimately, this research offers practical information for decision-making, helping companies in the sector to better understand their customers and strengthen their positioning in a category as competitive as instant noodles.