IMPACTO DE LAS ACCIONES PUBLICITARIAS EN PUNTOS DE VENTA SOBRE LA DECISIÓN DE COMPRA EN LA CIUDAD DE GUAYAQUIL

Abstract

Advertising in Ecuador has seen many changes through the years. It’s an industry strongly related to creativity and innovation, so it’s understandable that it never stops evolving. Anyway, probably no change has been as drastic as the one that happened June 25th of 2013, with the entry into force of the Communication Law that put the advertising industry under a microscope almost overnight. This law establishes that ads released inside the country have to be, mainly or entirely, Ecuadorian. For many companies, this represents a very high cost to maintain their presence in traditional media. This has led them to bet for an alternative that is more affordable, with satisfactory and instant results, promotional activities in points of purchase. This research has as main purpose to determine the influence of promotional activities in points of purchase on consumers in Guayaquil. It will also analyze these activities’ mechanics and how they are perceived by their audience. To this end an exploratory and conclusive study is conducted. The main results of the research show that the 58% of buyers is influenced by promotional activities. 52% considers free samples to be the most effective, while 36% is attracted by POP Material, and 12% by promoters. In addition, 67% thinks that promotional activities in points of purchase are non-invasive.