Estudio de mercado para el desarrollo de estrategias de marketing de la chicha de maíz, Sancán 2024.

Abstract

The theme of this study is "Market study for the development of marketing strategies for chicha de maiz, Sancán 2024" focuses on analyzing the market for the beverage, with the aim of developing marketing strategies that promote the commercialization and positioning of this traditional drink. Corn chicha, rooted in Ecuadorian culture, has great commercial potential, however, it faces challenges such as competition from industrialized beverages and the lack of marketing strategies, for which quantitative and qualitative methods have been used, where important data is collected, being a key factor to obtain a deeper vision of the market. The research was based on investigating, recognizing in a descriptive and direct way, starting with a bibliographic review, continuing with the field work obtaining the sampling by applying interview and survey methods that allowed us to build a detailed profile of the corn chicha consumer, as well as evaluate the perception of the drink and customer satisfaction. In this way, the current positioning of corn chicha could be determined, contributing to the decision-making necessary to improve the presence with strategies implementing a progression of proposals.