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.
Citas
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Correa, T., Fierro, C., Reyes, M., Dilman Carpentier, F. R., Smith Taillie, L. y Corvalán, C. (2019). Responses to the Chilean law of food labeling and advertising: Exploring knowledge, perceptions and behaviors of mothers and young children. International Journal of Behavioral Nutrition and Physical Activity, 16, 21. https://doi.org/10.1186/s12966-019-0781-x
Dressler, M. y Paunovic, I. (2021). The value of consistency: Portfolio labeling strategies and impact on winery brand equity. Sustainability, 13(3), 1400. https://doi.org/10.3390/su13031400
Dufranc, G. (2017). Marcas envasadas, cómo se construyen marcas desde el diseño de packaging. https://www.tridimage.com/marcas-envasadas-ebook-descarga-gratuita/
Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., y Zervas G. (2019). Marketing in the Sharing Economy. Journal of Marketing, 83(5), 5-27. https://doi.org/10.1177/0022242919861929
Fernández Marcial, V. (2015). Marketing mix de servicios de información: valor e importancia de la P de producto. Bibliotecas anales de la investigación, 11(4), 64-78. http://revistas.bnjm.cu/index.php/BAI/article/view/196/205
Ferrel, O. C. y Hartline, M. D. (2018). Estrategia de marketing. (6ta ed.). Cengage Learning.
García-Madariaga, J., Blasco López, M.F., Moya Burgos, I. y Recuero Virto, N. (2019). Do isolated packaging variables influence consumers´ attention and preferences? Physiology and Behavior, 200, 96-103. https://doi.org/10.1016/j.physbeh.2018.04.030
Gârdan, D. A., Dumitru, I., Dragan, I., Gârdan, I. P., Andronie, M., y Uță, C. (2019). Organic Food Products Labeling Innovation: The Case for Sustainable Food Consumption Behavior. Preprints. https://doi.org/10.20944/preprints201805.0042.v1
Geueke, B., Groh, K. y Muncke, J. (2018). Food packaging in the circular economy: Overview of chemical safety aspects for commonly used materials. Journal of Cleaner Production, 193, 491-505. https://doi.org/10.1016/j.jclepro.2018.05.005
Grebitus, C., Peschel, A. O. y Hughner, R. S. (2018). Voluntary food labeling: The additive effect of “free from” labels and region origin. Agribusiness, 34, 714-727. https://doi.org/10.1002/agr.21558
Groh, K., Backhaus, T., Carney-Almroth, B., Geueke, B., Inostroza, P., Lennquist, A., Leslie, H., Maffini, M., Slunge, D., Trasande, L., Warhurst A. y Muncke, J. (2019). Overview of known plastic packagging-associated chemicals and their hazards. Science of the Total Environment, 651, 3253-3268. https://doi.org/10.1016/j.scitotenv.2018.10.015
Guillard, V., Gaucel, S., Fornaciari, C., Angellier-Coussy, H., Buche, P. y Gontard, N. (2018). The next generation of sustainable food packaging to preserve our environment in a circular economy context. Frontiers in Nutrition, 5(121), 1-18. https://doi.org/10.3389/fnut.2018.00121
Hapsari, S. Y. y Haryanto, B. (2018). The strength of javanese traditional symbol in packaging designs and consumer values against purchase intentions. European Journal Business and Managment, 10(24), 100-106. https://www.iiste.org/Journals/index.php/EJBM/article/view/43988
Harmeling, C. M., Moffett, J. W. y Arnold, M. J. (2017). Toward a theory of customer engagement marketing. Journal of the Academy Marketing Science, 45, 312–335. https://doi.org/10.1007/s11747-016-0509-2
Hernández, R., Fernández, C. y Baptista, P. (2014). Metodología de la investigación. (6ta ed.). McGrawHill.
Huang, M. H. y Rust, R.T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30–50. https://doi.org/10.1007/s11747-020-00749-9
Ikonen, L., Sotgiu, F., Aydinli, A. y Verlegh, P. W. J. (2020). Consummer effects of front-of-package nutrition labeling: an interdisciplinary meta-analisys. Journal of the Academy of Marketing Science, 48, 360-383. https://doi.org/10.1007/s11747-019-00663-9
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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
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