Ingeniería en Marketing

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Activación de la sublínea KOTEX-EVOLUTION mediante la ejecucción de una táctica BTL en la Universidad de Cuenca para el año 2013
(2013) Castro Palacios, María Paz; Pesántez Ñauta, Johanna Nataly; Alvarado Cárdenas, Pedro Andrés
Corporation Kimberly-Clark has been present in Ecuador for 18 years as one of the leader companies specialized in hygiene products offering a great variety of lines destined to satisfy every customer’s needs. One of these essential product lines belongs to the personal care section represented by all the Kotex products, that nearly five months ago, decided to incorporate a new sub-line called KOTEX-EVOLUTION. Due to its short period of life, this new sub-line, KOTEX-EVOLUTION has not been able to report on positioning and is currently facing new challenges when trying to achieve recognition in front of competitors. This is why the primary objective of this work is to inform the promise of value of the KOTEX-EVOLUTION sub-line in our city contributing to the raise of brand awareness through the implementation of what is called, a BTL advertising tactic. Two Exploratory Research studies have been conducted in order to obtain all the required information, one before and one after the BTL implementation. The first one is made up of two stages or processes: Qualitative Research (customer surveys in order to know the current positioning situation and brand awareness as well as benefits from retail partners when trying to get more stock) and Quantitative Research (the use of surveys to confirm results). The second research study, after the BTL implementation, has also used surveys that have helped test the effect and efficiency of the BTL tactic that has been previously chosen. Once the study has been carried out, here are the following conclusions: 1. At the beginning people didn’t really know the KOTEX-EVOLUTION product line and its values. 2. The BTL tactic did manage to reach the primary goal of the present work. Brand awareness increased by 15% as well as the desired positioning. 3. Kimberly-Clark should carry out sales promotions at retail partners to ensure brand awareness as well as product availability at various points of sale
Activación de marca de productos con bajo nivel de ventas del Centro Gourmet Delicatensen de la Europea en la ciudad de Cuenca en el año 2013
(2013) Gómez León, Ana Cristina; Merchán García, Verónica Elizabeth; Ortiz Escandón, Luis Alfredo
This thesis focuses on the development of brand activation for products with low levels of sales of the Delicatesen Gourmet Center of La Europea, which is located at Remigio Crespo Avenue and Lorenzo Piedra Street. Chapter I describes the general aspects of Food Industry La Europea and its Gourmet Center Delicatesen. It also describes an analysis and diagnosis of the current situation of the products which have low sales in the Gourmet Center. Chapter II describes the development of objectives and brand activation strategy for these products. In Chapter III we evaluate the results obtained by the brand activation and the achieve of objectives. Finally, we present conclusions and recommendations of this study.
Activación de marca en redes sociales de la aplicación Mi Pichirilo en la ciudad de Cuenca
(2013) Machado Cuzco, Cristian Xavier; Maldonado Hurtado, Italo Paul; Crespo Martínez, Paul Esteban
This project consists in the mark activation of an application for smart telephones, using social nets through creative strategies, trying to stand out the mark to generate new downloads. Mi Pichirilo® application is directed to people who have digital tools for the communication with access to the Internet and that look for methods that help them in their daily activities, in this case, of an application that reminds them important aspects related to their automobile, which can usually be forgotten or omitted until it is too late. A research study to know what the most appropriate way to get the target was made, and it was determined that people are very interested in publications that offer them information and entertainment; therefore, it was tried to satisfy these needs by means of a calendar that helps to keep a better control on the published contents, generating interest both on the page and on the publications and taking advantage of this interest to invite them to download the application. Publications such as tips about mechanics, classical cars, videos about car industry, among others, had a great impact; for that, it can be said that with creativity and fulfilling the planned activities, good results can be obtained on mark activation. With a reasonable budget an activation can be done, managing a fan page on social nets and with it, to encourage a mark to position itself in the market and in the costumer’s mind.
Análisis de la dinámica en la adquisición de servicios de atención médica privada bajo el esquema de contratación de seguros de medicina prepagada en la zona urbana de la ciudad de Cuenca durante el período 2024: Enfoque del Modelo Molecular de Servicios
(Universidad de Cuenca, 2025-02-13) Jarama Pugo, Diana Elizabeth; Zambrano Moreira, Erika Narcisa; Pesántez Vicuña, Saúl Fernando
In recent years, in the city of Cuenca, private medical services under the prepaid medical insurance scheme have gained relevance due to the growing interest in health alternatives that guarantee speed and quality. However, the accessibility, coverage and perceived value of these services have been the subject of debate among users. This study aims to analyze the dynamics in the acquisition of these services under the Molecular Service Model approach, exploring factors such as satisfaction, perception of quality, financial security and gaps in service provision. The methodology employed combines a mixed approach: in the qualitative phase, focus groups were conducted to investigate the reasons for the acceptance or rejection of these insurances; in the quantitative part, a representative sample of the urban population was surveyed through stratified sampling by parishes. The results reveal that neither the perception of financial security nor the sensitivity to gaps in the provision of private health services significantly influences users' decision making when purchasing prepaid health insurance. However, the level of satisfaction of private health users varies depending on whether they have insurance or not. In addition, those with greater coverage report higher satisfaction, attributed to additional services offered by insurance. In summary, this study provides a comprehensive understanding of the factors that influence the purchase of these insurances. Its findings seek to guide improvements in the provision of this type of services.
Análisis de la semaforización de alimentos en cuenca - ecuador como un factor de cambio en tendencias de consumo y generación de un nuevo packaging, caso aplicado al producto Nutri yogurt (1000ml) de la empresa lácteos San Antonio C.A., en las tres principales cadenas de supermercados de la ciudad
(2017) Escandón Vera, Sayra Gianella; Togra Erazo, Paola Estefanía; González Loyola, Pablo Arturo
The so-called, citizen's revolution in Ecuador, is a political process that began in January 2007 and has produced several economic, social and legal changes in the country. This process, as mentioned for its leaders, establishes socialism of good living, which seeks the welfare of the people above the capital. (The Citizen, 2016) The health care of Ecuadorians has-been a major theme of the government of Rafael Correa, which is why the application of a nutritional traffic light in processed products, enable a understandable and timely information; this, because many diseases caused by poor diet in recent years have increased. The traffic light has affected several sectors of the food industry, one of them the dairy sector and to understand their involvement level, the study focuses on the analysis of sales Nutri Yogurt (period 2011-2015) Company "Lácteos San Antonio CA" in the city of Cuenca. Many companies in this industry did not see positive the standard, due to concerns about the possible drop in sales; but, it is shown, although the nutritional semaphore is Important for consumers, is not the component that determines the purchase or not purchase of yogurt.
Análisis de la variación de las ventas de un bar-restaurant mediante un estudio cuasi-experimental de modificación del signo de dólar en el precio, tomando en cuenta la situación de compra, la situación de uso, tipo de cliente y variables demográficas. Aplicado en el bar-restaurante Balcón Quiteño ubicado en la Ordoñez Laso de agosto del 2014 a septiembre del 2014
(2015) Mejía Cruz, María Fernanda; Cajisaca Villa, Kleber Iván; Pesántez Vicuña, Saúl Fernando
This research seeks to verify if the modification of the dollar sign on the menu of a restaurant provokes changes in sales. The method for this study was quantitative and all the information was collected through surveys, a total of 459 surveys were held and thus, with the assistance of the STATA program, the PSM analysis (Propensity Score Matching) and descriptive analysis of each variable were carried out. The Matching method performs an analysis of the PSM, which tries to match each participant with a similar non-participant and then measure the average difference in the variable obtained as a result between the two groups, then the method checks if the PSM is valid, calculating a weight for each set of participants and non-participants to check if they’re leveled. The nearest neighbor test was performed, as well as the matching radius, Kernel and sturdiness estimators, to see if the results are consistent and if significant changes in the sales of the control group vs. those of the treatment group were obtained. The results showed that they are willing to pay up to $1.27 more on average per person when there is no dollar sign on the menu. It is thought that by eliminating the dollar sign from the menu, on a cognitive level, people start believing that the product is not so costly and so, they are willing to spend more on any product that is above their limen for perception.
Análisis de las estrategias de producto que han desarrollado las pequeñas empresas manufactureras textiles en el área urbana de la ciudad de Cuenca durante el período 2011-2012
(2014) Rodríguez Pizarro, José Carlos; Pesántez Vicuña, Saúl Fernando
This research has the objective to “Analyze product strategies that had been developed by small textile manufacturing companies in the urban area of the city of Cuenca, during the period of 2011 - 2012”. The purpose of this thesis came up because I want to know the degree of implementation of these strategies and the effect caused on the company revenue. The applied method study was the exploratory qualitative technique based on: focus group and expert’s interviews, obtaining relevant information which was used for the descriptive quantitative method through a survey applied to 54 companies. With the information obtained, I performed descriptive statistical and correspondence analysis, which let me know the association degree between the study variables. The results indicated that all managers know about product strategies, but the average use of all strategies is 52%. The most used strategies are: cost reduction and product improvement; the implementation of these strategies allowed the 63% of this population to have a revenue increase over 3%, because for its control and supervision form. These companies are looking to be competitive through selling improved products at lower prices, in less time, trying to satisfy customer requirements in order to have immediate revenue increases. Working this way, limits their investment in innovation.
Análisis de las nuevas tendencias de búsqueda, evaluación y compra de los productos: “entretenimiento y vestimenta” basados en los estilos de vida (emprendedores y tecnológicos) en la ciudad de Cuenca, período 2016-2017
(2017) Guerrero Ortega, María Gabriela; Izquierdo Galarza, Cesar Mesías; Pesántez Vicuña, Saúl Fernando
This study analyzed trends in the rational purchasing process On-Line oriented to two lifestyles: Entrepreneur and Technological in the market of Cuenca, based on the model of consumer making decision according to Schiffman. It was used with the conclusive research design of descriptive character with a simple cross cut. The results were established through statistical inferences, applying bivariate analyzes. A survey was carried out on a sample of 309 people, of whom 62% had an entrepreneurial lifestyle and 38% had a technological life style. The study consists of two instance; in the first one, it is analyzed if the new technologies have modified the habits of: search, evaluation and purchase. In the second part, it was determined that the response time in the purchase decision varies according to the lifestyle. For the first instance the existence of changes within the purchase process was confirmed. The result obtained for the second instance was that if there is a variation in the response time in the purchase decision based on the lifestyle. Finally, based on the data collected, purchase profiles were constructed for the mentioned lifestyles, thus presenting a more orienting panorama for the development of Digital Marketing in the city of Cuenca.
Análisis de los momentos de verdad dentro de los modelos moleculares en la atención sanitaria (cirugía, consulta, hospitalización): identificación de errores y medición de la satisfacción del paciente en el sector de salud privada de Cuenca-Ecuador, 2024
(Universidad de Cuenca, 2025-09-26) Suqui Uyaguari, Christian Fernando; Vivar Sánchez, Iván Mateo; Pesántez Vicuña, Saúl Fernando
This study examines the influence of moments of truth within molecular models (surgery, consultation, and hospitalization) on patient satisfaction in private clinics in Cuenca, Ecuador. Using a mixed methodology (focus groups and stratified surveys), three hypotheses were tested: (1) service errors reduce the probability of recommendation by 30%, (2) satisfaction with the treating physician explains 40% of the variability in overall satisfaction, and (3) in-person follow-up generates 30% higher satisfaction than virtual follow-up. Results revealed that resolving errors increases recommendations by 26.3% (below the 30% threshold), satisfaction with the physician accounts for only 9.6% of variability, and no significant difference exists between in-person (86.9%) and virtual (81.5%) follow-up. The study concludes that error management and personalized follow-up are critical to enhancing patient experience.
Análisis de los segmentos de consumidores de leche encontrados en el sector urbano de la ciudad de Cuenca según sus comportamientos de compra y consumo
(2012) Lema Guachichullca, Mayra Isabel; Muñoz Fajardo, Johanna Elizabeth; Esquivel Gaón, René Ernesto
Análisis de redes sociales y una estrategia digital para la empresa “HVC- Pharma Cía. Ltda.”
(Universidad de Cuenca, 2025-09-24) Abril Alvarez, Daniela Katherine; Ayora Calle, Freddy Guillermo; Riera Castro, Luisa Mireya; Tenecota Bermeo, Ana Yadira; Valdez Campoverde, Pamela Alexandra; Rojas Luna, Rosa Vanesa
This document provides a strategic assessment of the digital footprint of HVC-Pharma Cía.Ltda. focused on its activities in digital platforms: Facebook and Instagram; the company has extensive experience in the hospital, pharmaceutical, cosmetic and veterinary sectors, so it faces the ongoing challenge of building an effective connection with diverse audiences in an increasingly competitive and changing digital environment. The research is conducted using a combined method, merging quantitative research of indicators with comparative research of outstanding brands in each industry, with the aim of highlighting good practices and identifying opportunities that HVC-Pharma Cía. Ltda. is not yet taking advantage of. In addition to the technical evaluation, contextual factors have been considered such as trends in digital use, user behavior in social networks, through this analysis approach facilitates the understanding not only of the present actions of the company, but also what tactics are feasible and suitable for HVC-Pharma Cía. Ltda. based on the entire study the report proposes the implementation of digital strategies to expand its reach and strengthen its presence in the digital sector. The purpose of this report is to become a useful tool for decision making, providing an accurate guide to strengthen the presence of HVC-Pharma Cía. Ltda. in the digital arena and position it more effectively.
Análisis del contenido publicado en prensa sobre Guillermo Lasso y Lenín Moreno, durante la campaña electoral de la primera vuelta del 2017, desde el marketing político
(2018-07-26) Erráez Pacheco, Pilar Elizabeth; Pesántez García, Mónica Katheríne; Abad Cisneros, Angélica Isabel
This article analyzes the promotion of the candidacies of Moreno and Lasso in the first electoral round of Ecuador 2017. The objective is to determine the role played by the press in the construction of favorable or unfavorable images of candidates from political marketing, being the promotion, the outstanding element of the marketing mix, because it allows to spread the message with great coverage through public relations. The study of the press in the construction of the image of politicians is important because it influences the perception of the electorate towards the candidate. For this purpose, a content analysis was carried out with the material published in the press during the official campaign period. The results confirm that the official binomial was publicized positively in the public press, while the main opposition binomial was positively publicized in the private press. Both candidates promoted their image through direct publicity, using political rallies.
Análisis del lenguaje utilizado en la campaña electoral de las seccionales de febrero del 2023 y su influencia en el electorado universitario. El caso de los candidatos a alcaldes de la ciudad de Cuenca
(Universidad de Cuenca, 2024-03-11) Naula Carrión, Erika Estefanía; Rivadeneira Garzón, Heidy Dayana; Abad Cisneros, Angélica Isabel
Language plays a crucial role in the studies of political communication and political marketing. It is employed with the purpose of persuading voters and establishing meaningful connections to garner electoral support. This research aims to analyze and determine the language used in the February 2023 sectional electoral campaign by the four most voted mayoral candidates in Cuenca: Adrián Castro, Paúl Carrasco, Pedro Palacios, and Cristian Zamora. The study also investigates its influence on the perception of the university electorate. Firstly, the research characterized the type of language (tone and connotaion) used by each candidate based on the content shared in January 2023 during the electoral campaign and through interviews with communication experts. Secondly, through a survey, the study explored the influence of the language used on the perceptions of trust, credibility, and suitability among the university electorate in the city of Cuenca. The results reveal that each candidate opted for a distinct style of language, and this was perceived variably by the university electorate. Furthermore, they indicate that the type of language used has a significant impact on the perception of trust, credibility, and suitability of the candidates, according to the respondents' opinions.
Análisis del mix de marketing político aplicado en la campaña electoral por los partidos más representativos según las elecciones generales 2021
(Universidad de Cuenca, 2023-03-07) Arce Collaguazo, Karina Gabriela; Cabrera Orellana, Freddy Paul; Abad Cisneros, Angélica Isabel
The objective of this study is to approach us to the marketing MIX strategies applied by the most popular parties (according to the vote intention percentage), that under the results of the first electoral round were the UNES alliance (Union for the Hope), the CREO party and the Union for the plurinational movement Pachakutik, from the content analysis of the activities and campaign acts transmited on social media by the candidates, these activities are contained in the database “Geo-party-links in Ecuador”. This document, based on following the activities of the campaign during the electoral process and complemented by the opinion of several experts in political science, shows that the most outstanding strategies were market position and price strategies close related to aspirational factors, it also highlights the use of social networks as the main means of communication and contact of the candidates. The use of the image and the support of former President Rafael Correa for one of the parties in this study were undoubtedly very influential factors in the entire electoral process.
Análisis del modelo de distribución de Indux Corporación zona Austral; afectaciones para principales clientes
(2014) Pesántez Caguana, Belén Tatiana; Sibre Llivisaca, María Fernanda; Alvarado Cárdenas, Pedro Andrés
The Indux Corporation is one of the most recognized companies around the world, this company is managing a serie of products in different categories: cleanliness, hygiene, and health. The same are massive consume products, and in other situations they are used in industries. In Ecuador, Indux is one of the most recognized brands nationally for various products under brands such as :Huggies, Scott, Kleenex,Kotex, Scott,Poise,Plenitud which are used continuously depending on the stage which the consumer is. This company has found necessary to make a change towards improvement and increased sales by opting for implementing the Kash -Strrategy model seeking higher yields, liquidity, turnover and better distribution in the product. The model has been applied in the Area- Azuay since September of this year as a pilot. The present study concentrates on each of the steps by which crossed the area to adapt to this new form of care and product distribution of the multinational describing the process and qualitative results perceived by customers who started to work under direct care, data and customer names taken for the study have been modified as it is confidential information, however the final results will show the reality of the model.
Análisis del valor de marca: Influencia de las fuentes de información en el comportamiento del consumidor de bebidas alcohólicas, caso de estudio marca "Zhumir" Cuenca – 2018
(2018) Crespo González, Juan Carlos; Morocho Muicela, Juan Pablo; Esquivel Gaón, René Ernesto
The present investigation analyzes the influence of the sources of information, in brand valuation of «Zhumir», to determine the effect that these exert on the dimensions of brand value. In addition; to know which of the dimensions generates an added value facing the competition. This analysis was carried out from the perspective of the consumer, the same that is found in the segment of young adults residents in the urban sector of the city of Cuenca. The analyzes were achieved through the elaboration of a structural model. For which the information was collected by means of constructs, proceeding to the validation of the same ones by means of an analysis of reliability and dimensionality obtaining adequate results. In view of what was done, it was possible to know in a comparative analysis that brand valuation and brand preference is given in a greater extent by the influence that comes from the reference group made up of friends and acquaintances, than the one that is caused by advertising; It was also established that the family influence is only given by observation. Through the analysis of the dimensions it was established that only, the dimension, brand association generates an added value by the analyzed segment towards «Zhumir».
Cambios en la preferencia de compra en la línea de cuidado personal, durante la declaratoria de estado de excepción en Ecuador en el marco de la pandemia por COVID – 19, en los habitantes de los cantones: Gualaceo, Paute, Guachapala, Sevilla De Oro, Sígsig, Girón, Santa Isabel, Nabón, Chordeleg, San Fernando, Azogues, Cañar, Déleg, Biblián, Tambo, Suscal, Limón, Gualaquiza, Sucúa, Méndez, Macas, San Juan Bosco, Logroño y Cuenca rural
(Universidad de Cuenca, 2021-06-11) Bravo Piedra, María Isabel; Macao Zambrano, Joel Daniel; González Loyola, Pablo Arturo
The article arises from the ignorance of the changes in the purchase preference of Ecuadorians as a result of the COVID-19 pandemic, therefore, the main objective of this research is to evaluate the purchase preferences in the line of personal care products in the population of different cantons of Ecuador, from the declaration of a state of emergency for COVID-2019. The methodology used will be mixed, qualitative for the bibliographic review and quantitative through the application of statistical tests that show the preference of consumers through the variables: brand, presentation of products and type of store. For the contrast, daily sales of personal care products data will be analyzed before and during the state of emergency in the years 2018, 2019 and 2020. To carry out this study, information from the sales of a distribution company of mass consumer products focused on the personal care line will be used. This company has as main points of sale stores and self-services in the cantons: Gualaceo, Paute, Guachapala, Sevilla de Oro , Sígsig, Girón, Santa Isabel, Nabón, Chordeleg, San Fernando, Azogues, Cañar, Déleg, Biblián, Tambo, Suscal, Limón, Gualaquiza, Sucúa, Méndez, Macas, San Juan Bosco, Logroño and rural Cuenca. Through the development of the research, it is expected to provide relevant information on the changes in the preference for consumption of personal care products during the pandemic, information that will be relevant for making decisions
Campaña de lanzamiento del libro las memorias de Marco Sánchez, Colectivo Madre Tierra
(2013) Beltrán Pintado, Diana Elizabeth; González Peñaherrera, Gabriela Katerine; González Loyola, Pablo Arturo
This thesis talks about the process of a launch campaign of the Marco Sánchez Memories Book, to be held in the city of Cuenca in December. Before to design the message and decide the frequency it’s to determine data on reading habits and finding information regarding Cuenca. Previously to send a message to the principal audience, the company should consider that they do not have enough resources and they want to use efficient tools whose does not do rubbish paper or other products that damage the environment. The general definitions about launch campaigns, media plan and evaluation methods are consider in the first section, in order to systematize the process of campaigns and present a methodic and sustainable plan. The information that supports the messages and frequencies of publications in Social networks was founded by a research. The social network is the principal way to spread the show event and attempt to convince to the people because that is the unique mode that the organization will control about the frequencies and schedules of publications. The second part refers to the use of recycled material to produce stools like a way to support the spreading of the message and the use of ATL media by Public Relations.
Categorización de los niveles de conciencia ecológica en los millennials de la ciudad de Cuenca y su incidencia en el comportamiento de compra aplicado a productos verdes
(2019-09-06) Uyaguari Guamán, Ximena Alexandra; Vizhñay Paredes, Paola Daniela; González Loyola, Pablo Arturo
This study looks for determining the ecological awareness levels, the relationship with the consumption of eco-friendly products and establishing consumer groups according to those levels. This is applied on the millennials of Cuenca city. This research is structured through a cross-sectional survey. This one is applied on 200 young people from Cuenca between 20 and 36 years old. Ecological awareness levels are measured through scalar assessments. It is based on three dimensions: cognitive, affective, and conative. It allows to obtain a global measure of the variable and permits to categorize it in four levels, through cut-off points. To determine the relationship between levels of ecological interest and the consumption of eco-friendly products, the chi-square statistic and the Pearson’s correlation coefficient are applied. For classifying the people in consumer groups according to their level of ecology, a clustering technique is used. It also allows determining differences among groups. The evidence indicates that the ecological awareness levels of the study group are: high, medium, low and without ecological awareness. High ecological awareness levels have a positive relationship with the consumption of eco-friendly products, which is reflected on a bigger purchasing effort to acquire them. In cluster analysis, three groups of consumers are identified: eco-active, eco-passive and non-ecological. The variable which shows significant difference between groups is the education level.
Comparativa del modelo de uso de billeteras digitales entre la generación X y millennials de la zona urbana de la ciudad de Cuenca basado en la teoría de riesgo percibido
(Universidad de Cuenca, 2023-06-07) Merchán Vega, Claudia Marcela; González Loyola, Pablo Arturo
This investigation try to spot the factors that affect the use of transfers through digital wallets in generation X and millennials, establishing the variables of possible influence based on the theory of perceived risk and the theory of technological acceptance, also considering variables demographics and payment behavior. For this study, second hand information sources were reviewed and semi-structured interviews were conducted, to apply a survey to 359 people between 27-57 years old, using a stratified random sampling with proportional allocation. A descriptive and two-dimensional analysis was carried out on the collected data, as well as chisquare tests, means tests and dispersion analysis. Finally, logistic regression models were run. As part of the results, it can be mentioned that being a millennial and paying with a credit or debit card increases the willingness to make digital transfers. For generation X, it was found that the higher the level of education and income, the probability of use increases. The perception of utility also increases the willingness to make digital transfers, but the risk and ease of use are not significant.