Ingeniería en Marketing-Tesis de Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/95

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Dimensiones del capital de marca en las instituciones de educación superior, un enfoque hacia la Universidad de Cuenca a través de sistema de ecuaciones estructurales
(Universidad de Cuenca, 2022-05-25) Bermeo Chimbo, Steeven Andrés; Andrade Galarza, Juan Carlos
Increased competitiveness, globalization, and the insertion of quality policies have led to the integration of marketization and marketing theories into the education sector, with a special interest in branding activities. The main objective of this study is to demonstrate the causal relationships of the dimensions of the student-based brand equity at an Ecuadorian public university. Based on two statistical samples of 109 and 400 cases for exploratory factor analysis and structural equation analysis respectively. Five latent factors showed significant relationships with each other; brand associations, perceived quality, brand reputation, emotional environment, and brand loyalty, the latter being the endogenous dimension of greatest interest. In addition, the originality of the study lies in the use of a confirmatory causal technique that shows that the theoretical frame of reference is applied to a new cultural context.
Diseño de un modelo de negocio B2B para la implementación de un nuevo canal de distribución digital de productos e insumos de peluquería para la empresa “X”, soportado en comunicación y transacción para peluquerías clasificadas en categoría A y B en las ciudades de Cuenca y Azogues, para el período comprendido entre 2020 y 2021
(Universidad de Cuenca, 2022-01-26) Carrión Morocho, René Adrián; Quizhpe Quizhpe, Luis Alberto; Andrade Galarza, Juan Carlos
Today the internet is one of the main sources of information and transactions for companies, technological progress has allowed companies worldwide to use digital platforms to maintain contact with customers, in this way the ways of satisfying needs have been diversified. and wishes of consumers with the use of the Internet, allowing permanent connectivity. The objective of this work is to design a business model focused on digitizing activities of the distribution process of a company that supplies beauty products, this model is focused on the B2B segment of the company and seeks to create a competitive advantage of easy purchase for the consumer. mentioned segment, all this based on a differentiated value proposal with improvements in customer service, sales and delivery time activities, guaranteeing ease of access to product information and purchase by customers. The model design process begins with a diagnosis of the current situation of the company and the industry where it operates, within the analysis key factors of success, competitors, supply, demand and commercial data of the company are studied that allow clarifying a starting point for the design of the business model, complementing the analysis with market research to facilitate decision-making. Finally, having carried out the analysis of the current situation together with the market study, the design of the business model is carried out with its respective action plan, which is economically and financially supported to know its feasibility and viability
La influencia de la estructura del surtido en el comportamiento de compra del consumidor cuencano. Caso de estudio en tienda de especialidad Tu Tienda
(Universidad de Cuenca, 2024-03-25) Plaza Solano, Fernanda Estefanía; Rivera Arce, Alexandra Carolina; Andrade Galarza, Juan Carlos
The present study analyzes the influence of the assortment structure in a store on the purchasing decisions of consumers of edible oils. Specifically, the effect of assortment breadth, length, depth, and spatial arrangement on variables such as product choice, brand loyalty, and spending were evaluated. The research seeks to determine the relationship between how products are organized in the store with motivation and acceptance in the customer's purchasing process. Through a quasi-experimentation manipulating the assortment of oils, the impact on both planned and impulse purchases was measured. The variables considered were length and depth of the assortment, purchase typology, spatial arrangement and final purchase decision. Edible oils were selected because they were the category with the highest participation in the sales of the specialty store. The findings show that length and depth did not significantly affect the units sold, attributing this to the fact that the drivers of choice are brand, price, and health. But an effect of spatial layout was found on unplanned purchases. In addition, the presentation in sizes and the preference for brand change versus point-of-sale change were shown to be relevant. In concludes that, for products with inelastic demand like oils, variety of options matters less than brand benefits. But strategically placing them can encourage impulse purchases. This provides implications for optimizing assortment based on consumer behavior.
Modelo estructural de determinantes de la intención de asistencia a los estadios de fútbol frente al nivel de rivalidad (contrincantes): caso de estudio abonados del Club Deportivo Cuenca
(Universidad de Cuenca, 2024-09-17) Ochoa Bermeo, Nicolás Bernardo; Uzhca Sagbay, Angélica Noemí; Andrade Galarza, Juan Carlos
This article addresses the determinants of the intention to attend the Alejandro Serrano Aguilar stadium for "Club Deportivo Cuenca" soccer matches in relation to the level of rivalry, the peripheral services found in the stadium, and the internal factors of the sports consumer. The peripheral services include food services, fan control, and cleanliness. The internal factors are composed of satisfaction, loyalty, and perceived level of risk. The research was conducted using the Sportscape model proposed by Wakefield and Sloan. In this model, the authors mention that both peripheral services and internal factors affect the decision to attend or not to attend a sporting event. To enrich the study, the rivalry factor was studied as a factor that can trigger the behavior to be studied. The sample was made up of subscribing and non- subscribing fans of Club Deportivo Cuenca, a First Division Ecuadorian team from the city of Cuenca. A survey was conducted with questions on a Likert scale referring to peripheral services and internal factors in relation to the type of opponent. The data obtained were analyzed using structural equation modeling.

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