Estudio de mercado para el posicionamiento de la cerveza de banano Cerban en el mercado de la ciudad de Machala.

Abstract

The purpose of this study is to carry out a market study to determine the acceptance level of the new product proposal Cerban nutritious and natural banana-based decision making in the launch, promotion and positioning of the product to the market of the city of Machala. The methodology applied to the study is through cross-sectional, descriptive and quantitative research using the survey technique applied to the market of the city of Machala to the men and women segment between 18 and 65 years of age of the middle class. The proposal has an introduction where the problematic raised according to the need of the market, the importance of carrying out the investigation, approach of a general objective and the justification of carrying out the investigation, can be determined. The development of the product was through market research that presents analysis of results for decision making. As a proposal of the results of a promotional media plan is presented for the launch, promotion and positioning of the product in the market of the city of Machala, with its respective conclusions. The project has the appropriate strategies through designs and established techniques to make presence in the mind of the market consumer. The study showed that the proposal of the innovative product based on bananas has acceptance in the market because it is a nutritious and attractive product for consumers who like to enjoy a pleasant moment through a drink.