Análisis de nivel de influencia de la promoción de ventas en la percepción del consumidor a la marca. Caso de estudio: Dulce Compañía

Abstract

Sales promotions also generates an impact on the perception of the brand. This article seeks to determine the level of influence of the types of sales promotion on the consumer's perception of the Dulce Compañía brand in two of the key dimensions of Brand Equity; brand image and brand association. The study was carried out in two methodologically complementary stages. In the first an exploratory nature, focus groups were carried out with the aim of defining the items of the survey applied later, as well as to identify elements for the design of sales promotions. In the second stage, a quasi-experimentation was carried out with a quantitative approach, its inferences are inconclusive, made up of a control group and four treatment groups: price promotions with more accessible participation policies (Price 1), price promotions with restrictions on their participation policy (Price 2), product promotions and environment promotions, which followed a pre-test-treatment-posttest structure, which helped to compare measurements before and after treatment application. For the statistical analysis of the data obtained, a principal component was applied, in the first instance, to reduce dimensions and synthesize it into representative components. Subsequently, a difference-in-difference analysis was applied by means of linear regression, with the aim of estimating the effect of each promotional treatment compared to the control group. One of the main findings of the study is that no statistically significant effects were identified between the different types of promotions on sale and the consumer's perception of the Dulce Compañía brand in the dimensions analyzed.