Ingeniería en Marketing-Tesis de Pregrado

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

Browse

Now showing 1 - 20 of 109

Plan de publicidad para redes sociales para Cooperativa de Ahorro y Crédito La Esperanza
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2025-10-08) Arias Pineda, Pablo Mateo; Castro Cárdenas, Milton Isaías; Duchitanga González, Julio César; Gadvay Cuñez, Jessica Tatiana; Pintado Criollo, Josué Mateo; González Loyola, Pablo Arturo
This digital advertising plan for the La Esperanza Savings and Credit Cooperative is presented as a strategic proposal to strengthen institutional identity and enhance member relationships in digital environments. Using a mixed-method approach, both primary and secondary sources of information were analyzed to understand perceptions regarding the main communication pillars. The findings reveal limitations in the recognition of the educational pillar, a strong dependence on Facebook as the main channel, the absence of a clear guiding concept, and lower digital presence compared to competitors. In response, the central concept “For those who never give up” is proposed, emphasizing the value of individual and collective effort. The plan includes a brand brief, storytelling strategy, content calendar, and an action timeline with defined KPIs, all aimed at segmenting messages and aligning communication with cooperative values of trust, transparency, and solidarity. This proposal seeks to strengthen community identity and improve member loyalty in a competitive market undergoing constant digital transformation.
Tipología de socios para la Cooperativa de Ahorro y Crédito Raíces Andinas
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2025-09-30) Abad Castro, Ariana Alejandra; Alvarado García, David Sebastián; Arce Tenesaca, Grace Edith; Guichay Álvarez, Esteban Paúl; Zambrano Guarango, Jessica Alejandra; González Loyola, Pablo Arturo
This research identifies and classifies the migrant members of the Raíces Andinas Savings and Credit Cooperative, located in Ecuador, by analyzing the institution's data from the first quarter of 2020 to the first quarter of 2025. The migration phenomenon intensified in the country at the end of the 1990s due to the financial crisis, creating a strategic segment of Ecuadorians residing mainly in the United States. These members are key due to the volume of remittances they send and their potential to maintain long-term financial relationships. In this context, the absence of a technical segmentation that allows the cooperative to effectively tailor its financial services for this segment was identified. To address this need, advanced techniques such as Principal Component Analysis (PCA) and the K-Means unsupervised clustering algorithm were applied, leading to the identification of three profiles: traditional members (financially solid with minimal risk), multiservice tech-savvy members (highly transactional), and financially risky members (high default rates). These findings enable the design of differentiated strategies for loyalty building, default prevention, and increased service usage through tools such as promotions, membership programs, service-oriented cross-selling, and preventive calls. Ultimately, this research contributes to financial inclusion, improves institutional efficiency, and aligns with the Sustainable Development Goals, particularly in reducing inequalities and promoting economic growth. This approach strengthens data-driven decision-making within Ecuador’s popular and solidarity-based financial system.
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.
Estudio de la influencia de los elementos de servucción de los modelos moleculares en la percepción de tangibilización del servicio de las barberías de Cuenca
(Universidad de Cuenca, 2025-09-26) González Bermeo, Melva Mariela; Vélez Sacaquirín, Cristina Valeria; Pesántez Vicuña, Saúl Fernando
This research analyzes the influence of servuction elements (infrastructure, service provider, and contact personnel) and molecular models (haircut; haircut + beard; haircut + facial; haircut + beard + eyebrows + facial; and haircut + facial + hair removal) on the perception of service tangibilization (price, brand, and usage situation) in barbershops in Cuenca, among men aged 18 to 29. The study adopts a mixed-methods approach, combining exploratory and conclusive descriptive cross-sectional methods. In the first phase, a qualitative methodology is applied through focus groups, aiming to deepen the understanding of users’ perceptions regarding service tangibilization. Subsequently, a quantitative methodology is employed through surveys. The findings reveal that prioritizing servuction elements directly influences clients’ perception of the service. A high valuation of the provider (personalized attention) and contact personnel (appointment management) shifts preferences from price toward brand. Likewise, the importance of infrastructure (location and cleanliness) emphasizes the usage situation. The complexity of the service, defined by the molecular model, only affects perception during regular maintenance and emergency visits, guiding evaluation toward physical evidence and implicit promises, but loses significance in other contexts. Furthermore, price impacts simpler services, such as haircuts, but not more complex models.
Insights sobre el consumo de bebidas alcohólicas en jóvenes de la Universidad de Cuenca: Relación de la publicidad digital en marcas de bebidas alcohólicas con los insights
(Universidad de Cuenca, 2025-09-25) Huiracocha Guerrero, Johanna Carolina; Saldaña Matute, Valeria Belén; Iñiguez Quizhpi, Sandra Verónica
Insights create a sense of familiarity within the target audience, fostering personal connections between the brand and consumers. The rise of social networks has significantly expanded the reach of digital advertising, particularly in the marketing of alcoholic beverages. By examining alcohol consumption among college students—a demographic known for high consumption rates—we can explore how alcohol brands leverage insights from young consumers in their digital marketing strategies. The aim of this study is to investigate the digital advertising efforts of alcoholic beverage brands and their alignment with the insights gathered from young college students who engage with these products. To begin, insights were collected through three focus groups consisting of students from the University of Cuenca, aged between 20 and 23, who consume alcohol at least three times a month. These groups included one solely for women, one for men, and one mixed group, each containing six participants. Following the insights collection, two advertising campaigns from the brands Pilsener and Switch were analyzed. A comparative analysis was also conducted between these ads and the insights gathered from the focus groups. The findings reveal both a deep insight and an under insight: the deep insight relates to the pursuit of emotional security, while the under insight highlights a desire for affiliation. Furthermore, it is evident that alcoholic beverage brands effectively utilize these under insights in their campaigns by presenting their products in contexts where the primary goal of consumers is to enjoy fulfilling experiences with their social circles.
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.
Etnocentrismo y elección de comida típica en la Generación Z de la ciudad de Cuenca
(Universidad de Cuenca, 2025-09-24) Loja Gutiérrez, María Paula; Ramón Ureña, Nathaly Gabriela; González Loyola, Pablo Arturo
This study examines the influence of ethnocentrism on the food preferences of young people in Cuenca, specifically Generation Z (ages 21 to 28). Using a quantitative, cross-sectional design, a survey was conducted with 384 participants. The results show that higher ethnocentrism correlates with a preference for traditional local food, while lower ethnocentrism is linked to greater openness to international cuisine. A relationship between income level and degree of ethnocentrism was also identified. These findings highlight the role of cultural identity in shaping consumer behavior and preferences. Consequently, gastronomic marketing strategies should be tailored to consumers’ ethnocentric profiles to enhance emotional connection with local products.
La personalidad como factor determinante en la preferencia y consumo de marcas en la categoría de café en la ciudad de Cuenca, período 2024
(Universidad de Cuenca, 2025-06-04) Bravo Jiménez, Jenny Elizabeth; Marín Cabrera, María del Cisne; González Loyola, Pablo Arturo
This academic article determines whether there is a relationship between consumer personality by adapting the Type A and Type B personality self-assessment test for consumers. For brand personality, two of Jennifer Aaker's five personality traits, "competence and sophistication," were used, using the product coffee. Furthermore, 23.2% of the population in the province of Azuay belongs to the millennial generation. This research is applied, explanatory, and quantitative, with a representative sample of 137 people in the city of Cuenca. In the end, it was observed that there is a similarity between the personality traits of "Type A and Type B" consumers and the personality traits of the coffee brand "sophistication and competence" in relation to the brands "Nescafé, Sí Café, and Minerva." However, when evaluating the perceived traits between brands and consumers, a significant independence between the personalities was found.
Estudio comparativo de las marcas blancas frente a las marcas tradicionales en el comportamiento de compra de productos no perecederos en la categoría de granos y cereales en retailers de la ciudad de Cuenca, periodo 2024
(Universidad de Cuenca, 2025-07-01) Farfán Mendoza, Gabriela del Cisne; Mogrovejo Sarmiento, Cristina Patricia; Pesántez Vicuña, Saúl Fernando
The objective of this study is to analyze and compare the purchase behavior of private label brands versus traditional brands in the grains and cereals category in retailers in the city of Cuenca. This research was carried out mainly considering supermarket chains such as “Supermaxi”, “Coral Hipermercados” and “Gran Akí”. The purpose is to answer the research question, which is focused on identifying the similarities and differences in the purchase behavior towards private label brands and traditional brands during the period 2024. The article was developed in two stages. The first one based on an exploratory research and the second one on a conclusive research of a cross-sectional descriptive type, using a structured survey as the main tool. The results obtained revealed that the urban population of Cuenca has a majority preference for traditional brands with a monthly purchase frequency.Customers who opt for private label brands prefer to purchase their products at “Supermaxi”, while buyers of traditional brands do so at “Coral Hipermercados”. In the case of buyers who consider themselves loyal to a retailer, they do not show a preference for a specific brand. However, in the context of the main purchase decision, differences were identified in those buyers who prefer private label brands; they buy these brands because they trust the retailer, which implies they can be categorized as rational buyers. On the other hand, those people who opt for traditional brands show a more impulsive behavior, which is characterized by unplanned purchases.
Estudio del xenocentrismo, etnocentrismo y preferencia sobre la categoría jeans en la generación Z de la ciudad de Cuenca-Ecuador
(Universidad de Cuenca, 2025-05-19) Miranda Guamán, Daniela Michelle; Segarra Villa, Michelle Paola; González Loyola, Pablo Arturo
This academic article aims to analyze the influence of xenocentrism and ethnocentrism on the purchasing preferences for jeans among Generation Z in Cuenca, Ecuador. The consumption behavior of this generation has been shaped by its immersion in a globalized environment, where the perception of quality and prestige associated with foreign products plays a significant role. To achieve this, a quantitative methodology was employed using a stratified probabilistic sampling design. The target population consisted of 400 young people aged 18 to 29 residing in the urban area of Cuenca, and data were collected using semi-structured surveys along with the CETSCALE to classify participants as xenocentric, ethnocentric, or neutral. The results showed that 61% of the respondents were classified as xenocentric, indicating a marked preference for foreign products. Additionally, it was observed that xenocentric individuals are willing to pay a higher price for jeans of foreign brands compared to ethnocentric individuals. However, both groups displayed an inclination toward acquiring foreign brands, especially those from the United States. This study provides valuable insights for the Ecuadorian textile industry, highlighting the need to improve the perception of quality and value of domestic brands.
Estrategias de marketing de contenidos para posicionar a la Empresa Futura Ec de la ciudad de Cuenca
(Universidad de Cuenca, 2025-02-17) Hernández Morocho, Oswaldo Patricio; Rojas Luna, Rosa Vanesa
In this case study, Content Marketing strategies were proposed to improve the positioning of the company Futura Ec from the city of Cuenca. A research was carried out with a mixed methodological design, of an exploratory and descriptive nature, at the meso level. This combination allowed us to explore in depth the reality of Futura Ec, as well as to describe in detail its characteristics and processes. The results allowed us to understand the reality of the company both externally and internally, allowing us to evaluate its current situation and have a holistic context of its strengths, weaknesses, opportunities and threats. For this purpose, several data collection tools were used, the results of which allowed us to obtain valuable information to define the current STP of the company. After a more in-depth analysis as an audit, a contrast could be made with what was established by the company and the results obtained from the analysis, allowing us to propose corrections and recommendations. Finally, to meet the main objective of the study, proposals were defined on content marketing strategies, adapted to the real and current situation of the company.
Disposición a pagar por cerveza artesanal e industrial, un estudio comparativo
(Universidad de Cuenca, 2025-02-17) Calle Calle, Marcia Elizabeth; Tepán Asitimbay, Eduardo Sebastián; González Loyola, Pablo Arturo
This research aims to analyze consumers' willingness to pay (WTP) for craft and industrial beer, as well as to identify the factors that influence this valuation. To achieve this, the Contingent Valuation (CV) methodology is employed, which allows estimating the monetary value that individuals assign to a good or service. A case study is conducted in the local beer market, using structured surveys to gather information on consumers' preferences and their willingness to pay for the aforementioned types of beer. The results reveal that the WTP for craft beer is significantly higher than for industrial beer, suggesting a marked preference based on product knowledge regarding its composition, benefits, usual place of consumption, and level of education. Additionally, information was obtained indicating a low general knowledge about the benefits of the product, as well as more data on the market. These findings have important implications for the beer industry, as they provide an overview of what the market likes, what influences their current decisions, and suggest that promoting the craft product could have room for improvement.
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.
Los sistemas de expectativas versus aspiracionalidad en servicios financieros donde se integra el modelo molecular como fuente de servucción. Caso de estudio: Cooperativa de Ahorro y Crédito Señor de Girón matriz y sucursales (6 sucursales)
(Universidad de Cuenca, 2023-10-04) Loja Loja, Diana Carolina; Rivas Cuello, Hugo Fernando; Saquicela Aguilar, María Esthela
Actually, consumers of banking services have a minimum level expected in terms of the service to be received, this due to past experiences with other factors that form expectations; Given the above, and knowing that the spirit of marketing services, part of the understanding of expectations, as a key axis to carry out correct service processes. This article identifies the expectation systems of the customers of the Cooperativa de Ahorro y Crédito Señor de Girón, as well as how they move considering aspirationality and other factors that, in the same group of members, represent different levels of expected service. For this, a structured survey was applied to 322 partners. When considering the factors that form expectations, with respect to service elements, infrastructure (service space, parking), service personnel (personal image, behavior, capabilities), other customers (behavior in the system) and systems (waiting queues, internal systems), the expectations systems of the members of the Cooperative are established. In the final system, it is verified that the expectations regarding the cooperative's personnel (service provider and contact personnel) are the ones that vary the most, moving based on the agency of concurrence, situation of use, benefit sought, age and sex, and even the amounts to be transacted, are determinants that mark differences in the expectation systems of the same set of partners for the same service.
Edad en la que los niños y niñas empiezan a recordar las marcas “Estudio aplicado en la ciudad de Cuenca”
(Universidad de Cuenca, 2024-09-12) Palomeque Benenaula, María Elissa; Flores Alvarado, María Judith; González Loyola, Pablo Arturo
The study on brand recall and age has been a topic little analyzed, especially in early age individuals. This audience is important in marketing due to their influence on the purchase decision; so, knowing the stage of life in which they begin to remember the brands is a support for brands that direct their marketing and advertising strategies to this target audience. Therefore, the present research focuses on determining the age at which children begin to remember brands and which brand identity element they remember first, specifically the study was applied to children between 2 and 6 years of age, in two schools in Cuenca city. A new brand of organic chocolates was created and it has three brand identity elements: logo, character and packaging. This brand was exposed to the participants and the information was collected through observation cards. The results show that from 2 years of age the participants are able to remember brands to which they have been previously exposed through playful activities that involve all their senses. The brand identity element they're prone to remember first is the character; secondly, they remember the packaging and thirdly, the logos.
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.
Millenials y consumo: la generación y y el consumo actual de las marcas de su infancia: caso aplicado a la categoría de salsas y aderezos
(Universidad de Cuenca, 2024-09-16) Jimbo Maxi, Marco Vinicio; Quintuña Paida, Manuel Hernan; González Loyola, Pablo Arturo
This academic article aims to determine whether the brands in the sauces and dressings category consumed in childhood by the millennial generation differ from the brands consumed in adulthood between 25 and 42 years of age in the city of Cuenca. The generation was chosen because currently the intake of sauces and dressings is at the top of monthly food consumption by this segment. The objective is to identify if people have kept consuming the same brand as they did in their childhood. To address this objective, issues such as previous nostalgic consumption, the current consumption situation and the reasons that motivate the consumption of these products were explored. The methodology used included conducting a survey of individuals from the millennial generation, analyzing their preferences for brands of sauces and dressings both in their childhood and adulthood. The data collected were tested using statistical software to identify significant patterns and relationships. The results of the study indicate that a portion of millennials continue to prefer the brands of their childhood due to positive emotional associations, reflecting nostalgic consumption. However, there was also a significant trend towards the adoption of new brands in adulthood, influenced by factors such as product availability, usage situations and factors that could be analyzed in a new study such as changes in consumption habits and health-related aspects.
Efectos de las políticas de crédito en la percepción de confianza del consumidor de instituciones financieras en la ciudad de Cuenca
(Universidad de Cuenca, 2024-09-05) Elizalde Méndez, Mateo Alejandro; Íñiguez Quizhpi, Sandra Verónica
Consumer trust plays a crucial role in marketing research as it influences the perception and evaluation of products and services, based on perceived credibility influenced by previous experiences. This factor is essential for business success as it underpins customer loyalty, according to Luhmann's (2000) model of fear and trust, which explains that trust is built on the expectation of consistent and predictable behavior. In the financial sector, trust is related to the perception of ethical and transparent behavior of entities. Given the importance of trust in the financial sector, research focuses on understanding how credit policies affect consumer perception. It is highlighted that trust is formed through positive experiences and repetitions. Lack of understanding of the financial system can lead to biased perceptions based on personal interests (Brenner et al., 1996). Research indicates that factors such as risk assumption directly impact consumer trust (Hussein, 2010). The relationship between credit policies and consumer trust is examined in a study with Mutualista Azuay. Research objectives, questions, and hypotheses are established, suggesting that requirements and benefits affect trust. The methodology involves a quantitative approach and the application of statistical tests to verify hypotheses. The results confirm that credit policies influence consumer confidence, showing differences in perception based on requirements and benefits. The importance of benefits in consumer confidence is highlighted. The research concludes that financial institutions must carefully manage their credit policies, effectively communicating them to increase consumer trust. The need to balance requirements and benefits to strengthen the relationship with customers is highlighted.
Influencia de la calidad del servicio de la Banca Móvil en la lealtad del cliente. Egresados de la Universidad de Cuenca. (Caso de estudio Banco Pichincha)
(Universidad de Cuenca, 2024-05-06) Jimbo Jimbo, Katherine Melissa; Yunga Llivisaca, Katherine Graciela; Pesántez Vicuña, Saúl Fernando
The present article aims to study the components of the service quality of Banco del Pichincha's mobile banking and how these influence the loyalty of students who have completed the curriculum within the period from February 2018 to February 2023 in the faculties of Economic and Administrative Sciences, Engineering and Medical Sciences at the University of Cuenca. The objective is to understand the elements that are considered main in mobile banking, so that the customer to be satisfied with the service offered by it. To achieve this, we seek to understand under what circumstances they tend to use the application, as well as users' perceptions regarding the visual interface and online integrity that compose it. Additionally, the intention is to determine the influence of these elements on the quality of service, the level of satisfaction, and how the latter allows the financial institution to generate loyalty in its customers. The obtained results allow us to understand whether the usage situation and the components of the visual interface and online integrity contribute to perceiving a quality service, thus increasing or decreasing satisfaction levels. Therefore, the statistical analyses used are aimed at understanding the level of association and strength of these variables, as well as the probability of occurrence for each model.
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.

Browse

Recent Submissions