ANÁLISIS DEL CONSUMIDOR DE UNA MARCA DE CINES UBICADO EN ZONA DEL FORTÍN (GUAYAQUIL), MEDICIÓN DEL GRADO DE SATISFACCIÓN Y DEFINICIÓN DE ESTRATEGIAS DE LA MARCA

Abstract

In November 2013 a new brand of cinemas was born in Guayaquil, located in the area of El Fortin and aiming to a low and medium income socioeconomic target. This movie theater has experienced a sales growth of 39% in 2015 compared to the same period in january - october 2014 and now is a priority for the company to know what are the factors that have made this market reacts favorably to a service that is not considered cheap. Through surveys applied to a sample of the cinema clients and a depth interview, factors like: satisfaction level, consumer drivers, brand perceptions and factors influencing their choice or what have to be done to be 4 their first choice in cinemas will be known. Nontraditional promotion that this cinema uses compared to its competitors, is probably one of the most valuable attributes and therefore this convenience in the movie tickets prices and the cinema bar products could be used as the base for the brand positioning, nevertheless the research results will confirm this hypotheses or reveal the true driver factor which should be used to build the brand strategy. Moreover, the results will provide an insight of this market that, generally, consists in C- and D socioeconomic status people, and if we examine this in a country level, this socioeconomic status corresponds to a 64,20% of the Ecuadorian population (INEC, 2011), market that had not been highly attractive for entertainment companies that handle higher prices