ESTUDIO SOBRE LA PREFERENCIA DE CONSUMO DE LA MARCA SPACE TECHNOLOGY EN EL MERCADO DE LA CIUDAD DE GUAYAQUIL

Abstract

The issue regarding the study on the consumer preference of the Space Technology brand in Guayaquil is made due to the various limitations in communication with distributors, affecting the institutional image and expansion in digital media. The problem is if the corporate identity and image are properly applied in the consumption of Space Technology brand products. The general objective is to determine the line of communication and corporate identity of the products to achieve consumer preference, applying the strategies of a corporate culture, in addition to evaluating the strategic participation of distributors and customers. The methodology is exploratory and descriptive in nature with a qualitative and quantitative approach, using instruments such as observation and survey. The results achieved indicate that greater control of the corporate image is required, in order to broaden the negotiations. The proposal will allow the entity to detail new options to expand the product portfolio to all distributors and customers