ANÁLISIS SOBRE PARTICIPACIÓN Y POSICIONAMIENTO DE MARCAS DE AGUA EMBOTELLADA EN LA CIUDAD DE MILAGRO

Abstract

Currently, market research remains a powerful tool useful for gathering and analyzing information related to the company and the market, this will help to define policies, objectives, strategies and plans that fit their needs and organizational interest you allowing sound decision making. The objective of this research is to conduct a study on participation and positioning of brands of bottled water in the city of Milagro, which will reveal the most significant, which is more rooted in the minds of consumers. It may also obtain consumer habits, types and presentations of bottled water that the inhabitants of Milagro prefer, resulting in tastes and preferences. To achieve this objective, surveys will be conducted to the inhabitants of the city of Milagro, which are tabulated and demostrate the results. Finally, the results show that the brand that has the highest positioning in the city of Milagro is Pure Water and the brand the highest market participation share is Tesalia.