REPOSICIONAMIENTO DE LA MARCA POLLOS GUS EN LA CIUDAD DE GUAYAQUIL: DESDE LA PERCEPCIÓN DE SU CONSUMISMO.

Abstract

The fast food market is growing since 2010, are characterized as a type of business which are brands that lead the market successfully as; KFC, Mc Donald, Burger King. Carl's jr. and a new chain called Wendy´s which is already for the third place. Given this behavior, companies such as Mayflower and chicken Gus sought repositioning in their businesses, involving strategies that increase the loyalty of its consumers. For this reason it seeks to analyze the implementation of the strategies from the perception of the consumer. In the case of chicken Gus, selected to perform market research both qualitative and quantitative, in which it was considered a random sample between ranges of ages of 25 to 45 years, women and men who visit settlements of chicken Gus, knowing thus your experiences and perceptions towards the brand. In conclusion, the strategies used by the company chicken Gus to yield good results to reposition the brand was identified. With this research is expected to be a contribution to the future entrepreneurs and micro-businesses, and that reach maturity when they know that strategies used to make its brand not finished their cycle.