Brand positioning in the fried chicken industry in the city of Cochabamba
DOI:
https://doi.org/10.35319/7cqv7k40Keywords:
Positioning, Brand, Fast food, Correspondence analysis.Abstract
Positioning is the place that a product or brand occupies in the minds of consumers in relation to the competition, whether they are products or brands. Therefore, the objective of this research is to determine the positioning of broaster chicken brands in the department of Cochabamba Cercado. In order to determine brand positioning, a simple correspondence analysis was carried out. For 227 surveys were conducted aimed at men and women aged 18 to 70 living in Cercado Cochabamba. Important results were obtained in the fastfood market, specifically broaster chicken, how the brands are positioned and with what attributes they relate to each of them. Likewise, it was possible to determine the “ideal” brand for consumers and the brands are close to it.
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