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Mamani, E., Quispe, A. (2023). Posicionamiento de marca de la Pollería Vizios Chicken del distrito Sicuani, Canchis, Cusco 2022 [Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/6421
Mamani, E., Quispe, A. Posicionamiento de marca de la Pollería Vizios Chicken del distrito Sicuani, Canchis, Cusco 2022 []. PE: Universidad Andina del Cusco; 2023. https://hdl.handle.net/20.500.12557/6421
@misc{renati/1126492,
title = "Posicionamiento de marca de la Pollería Vizios Chicken del distrito Sicuani, Canchis, Cusco 2022",
author = "Quispe Vera, Araceli",
publisher = "Universidad Andina del Cusco",
year = "2023"
}
Title: Posicionamiento de marca de la Pollería Vizios Chicken del distrito Sicuani, Canchis, Cusco 2022
Authors(s): Mamani Mamani, Edith Juana; Quispe Vera, Araceli
Advisor(s): Sutti Mamani, Jaime
Keywords: Posicionamiento; Lealtad; Diferenciación; Imagen
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 19-Sep-2023
Institution: Universidad Andina del Cusco
Abstract: La presente investigación tuvo como propósito general determinar el posicionamiento de
marca de la pollería Vizios Chicken del distrito Sicuani-Canchis-Cusco en el periodo 2022. El
enfoque de investigación fue básico, con un alcance descriptivo y sin diseño experimental con
corte transversal y un enfoque cuantitativo; como muestra es de 132 clientes entre las edades de
17 años hasta los 65 años de la pollería Vizios Chicken, la metodología empleada fue la encuesta
conformada por 14 preguntas, los hallazgos fueron tratados por el software estadístico SPSS
versión 24 para Windows 10 y Excel. Los hallazgos obtenidos de la variable y dimensiones son
las siguientes: para la variable posicionamiento de marca se evaluó con un nivel regular con una
media de 1.77 según la escala de medición, según el 39.4% de los sujetos encuestados. La
dimensión lealtad a la marca, fue valorada con un nivel bajo de posicionamiento y un promedio
de 1.68 conforme a la escala de medición, así lo declararon el 47% de los sujetos encuestados.
La dimensión diferenciación de la marca, fue valorada con un nivel regular de posicionamiento,
y un promedio de 1.87 conforme a la escala de medición, así lo manifestaron el 40.9% de los
sujetos encuestados. La dimensión imagen de la marca, fue valorada con un nivel regular de
posicionamiento y un promedio de 1.77 conforme a la escala de medición, así lo manifestaron el
41.7% de los sujetos encuestados.
The present investigation had as a general objective to determine the brand positioning of the Vizios Chicken poultry shop in the Sicuani-Canchis-Cusco district in the period 2022. The type of investigation was basic, with a descriptive scope, non-experimental design with cross section and focus quantitative; As a sample, 132 clients between the ages of 17 and 65 of the Vizios Chicken poultry shop were taken, the applied technique was the survey made up of 14 questions, the results were processed by the statistical software SPSS version 24 for Windows 10 and Excel. . The results reached for the variable and dimensions are the following: for the brand positioning variable, it was qualified as a regular level with an average of 1.77 according to the measurement scale, as stated by 39.4% of those surveyed. The brand loyalty dimension was rated with a low positioning level with an average of 1.68 according to the measurement scale, as stated by 47% of those surveyed. The brand differentiation dimension was qualified with a regular positioning level with an average of 1.87 according to the measurement scale, as stated by 40.9% of those surveyed. The brand image dimension was qualified with a regular positioning level with an average of 1.77 according to the measurement scale, as stated by 41.7% of those surveyed.
The present investigation had as a general objective to determine the brand positioning of the Vizios Chicken poultry shop in the Sicuani-Canchis-Cusco district in the period 2022. The type of investigation was basic, with a descriptive scope, non-experimental design with cross section and focus quantitative; As a sample, 132 clients between the ages of 17 and 65 of the Vizios Chicken poultry shop were taken, the applied technique was the survey made up of 14 questions, the results were processed by the statistical software SPSS version 24 for Windows 10 and Excel. . The results reached for the variable and dimensions are the following: for the brand positioning variable, it was qualified as a regular level with an average of 1.77 according to the measurement scale, as stated by 39.4% of those surveyed. The brand loyalty dimension was rated with a low positioning level with an average of 1.68 according to the measurement scale, as stated by 47% of those surveyed. The brand differentiation dimension was qualified with a regular positioning level with an average of 1.87 according to the measurement scale, as stated by 40.9% of those surveyed. The brand image dimension was qualified with a regular positioning level with an average of 1.77 according to the measurement scale, as stated by 41.7% of those surveyed.
Link to repository: https://hdl.handle.net/20.500.12557/6421
Discipline: Administración
Grade or title grantor: Universidad Andina del Cusco. Facultad de Ciencias Económicas, Administrativas y Contables
Grade or title: Licenciada en Administración
Juror: Obando Alvarez, Iris Haydee; Delgado Camacho, Alejandro Vladimir; Humpire Castro, Roy Andy; Cornejo Rojas, Angela Natassia
Register date: 27-May-2024
This item is licensed under a Creative Commons License