Bibliographic citations
Ruiz, L., (2018). Principios estratégicos requeridos para crear experiencia de marca en un negocio de cafetería gourmet del rubro de alimentos y bebidas no alcohólicas en Lima - 2018 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/14960
Ruiz, L., Principios estratégicos requeridos para crear experiencia de marca en un negocio de cafetería gourmet del rubro de alimentos y bebidas no alcohólicas en Lima - 2018 [Tesis]. PE: Universidad Privada del Norte; 2018. https://hdl.handle.net/11537/14960
@mastersthesis{renati/1675518,
title = "Principios estratégicos requeridos para crear experiencia de marca en un negocio de cafetería gourmet del rubro de alimentos y bebidas no alcohólicas en Lima - 2018",
author = "Ruiz León, Leonardo",
publisher = "Universidad Privada del Norte",
year = "2018"
}
The present qualitative research work was carried out in order to analyze and apply the strategic principles that are required to create brand experience in a gourmet coffee shop business of food and non-alcoholic beverages in the city of Lima, Peru. For this purpose, it was formulated as a statement of the problem. What strategic principles are required to create brand experience in a gourmet cafeteria business of food and non-alcoholic beverages in Lima - 2018? To answer the problem statement, a series of objectives was established, whose general scope is: Determine what strategic principles are required to create Brand Experience in a gourmet cafeteria business of food and non-alcoholic beverages. In the specific field of research, three objectives are proposed that seek to identify the strategic principles necessary to create brand experience, determine its importance and establish its effect from the consumer's point of view. The proposed hypothesis suggests: The strategic principles that are required to create a brand experience in a gourmet cafeteria business of food and non-alcoholic beverages are: Own the business, Everything matters, Surprise and delight, Accept resistance and Leave a mark. The research presents a Descriptive design, applying an Inductive-Deductive method. The focus group technique was used, for which a guide of focal questions was used as a tool to collect data through comments and opinions of the participants. For this purpose, it was considered as a representative sample to consumers of different brands of coffee shops in the food and beverage sector of the city of Lima, made up of a total of 25 subjects. The results of the research have confirmed the research hypothesis, identifying the necessary strategic principles required to create brand experience in gourmet coffee shops of the food and non-alcoholic beverages sector, as well as determining the importance and influence of the Brand experience about consumers. The research proposal presents a practical guide to the development of gourmet cafeteria businesses applying the strategic principles for the creation of Brand Experience. In this sense, a model guide was developed for the creation of a Specialty Gourmet Cafeteria, which presents a plan of activities, schedules and costs during the first year of entrepreneurship.
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