Valor de marca de empresa farmacéutica en la ciudad de Machala: caso farmacias Mía.

Abstract

The research work seeks to determine the brand equity of the brand “Farmacias Mia” to know how it is perceived in the market for being one of the leaders in the pharmaceutical industry of the province El Oro, by applying a survey model to 383 economically active people (PEA) who buy or have bought at Farmacias Mia in the last year, costumers of Machala city, based on Keller's proposed Brand Resonance model (2008). The instrument has a high level of reliability, which allows an analysis of the perception that customers currently have. The results found during the investigation, after applying the factor analysis, show the Farmacias Mia brand with a brand value characterized by judgment, resonance and sentiment towards the brand. Finally, it is determined that the profiles of men and women do not have a significant difference, while people with salaries greater than 2 SBU have a negative perception of brand value, these data can improve by giving importance to the indicators and implementing actions marketing strategies.