Factores que inciden en la preferencia de marca en los productos plásticos en Guayaquil

Abstract

The main focus of the current academic article is to solve the problems raised by market preferences and the needs of those who are immersed in buying and using the different plastic products that are distributed. The objective is to define the different varieties of plastic products that are marketed in the city, and to know the loyalty strategists aimed to customers, who go to supply centers, stores, and premises that distribute plastic bags, containers, cups, cutlery among others. The factors that affect the decision making process about brand preferences, were described. The research is descriptive with a mixed approach, in other words, it is qualitative when observing the various existing plastic brands, and quantitative in order to measure the consumption trend. It is concluded that the management of brand loyalty allows to capture the attention and activate the interest of the customer. Statistics and the focus group point out that the acceptance of a product prevails over the brand due to the existing consumer need. It is also pointed out that price, product quality, and the positioning of the product in points of sale, are determinant factors at the moment of selecting a plastic product.