Packaging: herramienta del marketing para el posicionamiento de una marca en Andahuaylas

Palabras clave: envase, etiquetado, posicionamiento

Resumen

La presente investigación tiene como objetivo analizar si el empaque permite posicionar una marca en la ciudad de Andahuaylas - Perú, sabiendo que este atributo influye en la decisión de compra de los consumidores. La investigación es de enfoque cualitativo, con método inductivo y diseño fenomenológico. La población estuvo conformada por 15 ciudadanos residentes en el área urbana; sin embargo, para el análisis de los resultados y la categorización el tamaño de la muestra se redujo a seis personas ya que los resultados se estandarizaron. Se adoptó el focus group y la guía de entrevistas para recolectar información; por otro lado, se utilizó un checklist para analizar la normativa vigente sobre etiquetado. El resultado muestra que el packaging permite el posicionamiento de una marca ya que este atributo viene a ocupar un espacio en la mente del consumidor a través de sus particularidades. Se concluye que las funciones básicas y comunicativas del packaging están relacionadas con la decisión de compra del consumidor; si estas funciones influyen en la decisión de compra, el producto logra el posicionamiento en el mercado.

Biografía del autor/a

Roxana Zúñiga Oscco

Licenciada en Administración de Empresas, Universidad Nacional José María Arguedas, E-mail: roxana.zo26@gmail.com, ORCID: https://orcid.org/0000-0003-2025-1176

Henrry Wilfred Agreda Cerna

Magister en Administración de la Educación, Docente Ordinario en el Departamento Académico de Ciencias Empresariales, Facultad de Ciencias de la Empresa, Universidad Nacional José María Arguedas, E-mail: hagreda@unajma.edu.pe, ORCID: https://orcid.org/0000-0003-0253-1588

Rocio Victoria Quispe Rupaylla

Magister en Administración de Negocios, Universidad Nacional Toribio Rodríguez de Mendoza – Instituto de Investigación de Economía y Desarrollo, E-mail: rocioqr2v@gmail.com, ORCID: https://orcid.org/0000-0002-7681-9616

John Peter Aguirre Landa

Magister en Gestión Pública, Docente Ordinario en el Departamento Académico de Ciencias Empresariales, Facultad de Ciencias de la Empresa, Universidad Nacional José María Arguedas, E-mail: jpaguirre@unajma.edu.pe, ORCID: https://orcid.org/0000-0002-6604-9371 – autor de correspondencia.

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Publicado
2021-08-08
Cómo citar
Zúñiga Oscco, R., Agreda Cerna, H. W., Quispe Rupaylla, R. V., & Aguirre Landa, J. P. (2021). Packaging: herramienta del marketing para el posicionamiento de una marca en Andahuaylas. Revista Venezolana De Gerencia, 26(5), 520-539. https://doi.org/10.52080/rvgluz.26.e5.34