Influencia de la marca país "Ecuador" en el proceso de comercialización de productos de consumo masivo. Caso : Chocolates Amargos.

Abstract

Currently the consumption habits of black or bitterchocolate are daily so they bring great benefits to health. That is why all these benefits have increased the consumption of chocolate, counting on a local and international demand, developing a significant item within the country income. For this reason, it is important to know the influence that this product has in its commercialization process, being of mass consumption as a brand "Ecuador" delimiting research in the city of Guayaquil. This project presents a qualitative and quantitative market research that demonstrates the consumer perception about the country brand “Ecuador” in the sales of chocolate. The results of the study were, that the country brand “Ecuador” isnot a cause of chocolate consumption behavior, because the majority of responders consider better to eat American chocolates than national ones. Nevertheless, the principal factors that influence in chocolate consumption arethe price, promotions, and flavor.