Posicionamiento de mercado de los productos de grupo superior y su impacto en el crecimiento empresarial.

Abstract

This paper was developed in the downtown of Manta, Manabi; the objective was to analyze the market positioning of the products of Grupo Superior and how it impacts the business growth; this research is explanatory type, whose design is non-experimental; The technique used for the data collection was the questionnaire survey based on questions related to the 4 dimensions of the variable studied, which was the market positioning according to the author Schiffman, the 4 dimensions are brand recall, brand association, intention to recommend, and brand loyalty and whose scale was Likert type. For the preparation of this research, it had the collaboration of 384 consumers and non-consumers of Grupo Superior products in Manta. In general, the diagnosis showed that the factor with the highest percentage of impact was the brand recall, classifying it in average status, reflecting that people remember the brand, and the factors with the highest dissatisfaction are the intention to recommend, which shows that its intention to recommend is at an average level, from this a proposal for improvement was made for each of the dimensions mentioned above.