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Rivas, A., Delgado, J. (2022). Valor de marca en los consumidores Millennials del restaurante Green Point de la ciudad del Cusco - 2021. [Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/5314
Rivas, A., Delgado, J. Valor de marca en los consumidores Millennials del restaurante Green Point de la ciudad del Cusco - 2021. []. PE: Universidad Andina del Cusco; 2022. https://hdl.handle.net/20.500.12557/5314
@misc{renati/17859,
title = "Valor de marca en los consumidores Millennials del restaurante Green Point de la ciudad del Cusco - 2021.",
author = "Delgado Yupanqui, Joseth",
publisher = "Universidad Andina del Cusco",
year = "2022"
}
Title: Valor de marca en los consumidores Millennials del restaurante Green Point de la ciudad del Cusco - 2021.
Authors(s): Rivas Salas, Almendra Yulissa; Delgado Yupanqui, Joseth
Advisor(s): León Casafranca, María del Carmen
Keywords: Valor de marca; Conciencia de marca; Identidad de marca; Calidad percibida y lealtad de marca
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 14-Sep-2022
Institution: Universidad Andina del Cusco
Abstract: El presente trabajo de investigación titulado Valor de marca en los consumidores millennials del
restaurante Green Point de la ciudad del Cusco – 2021, tuvo como objetivo general: conocer como
es el valor de marca en los consumidores millennials del restaurante Green Point de la ciudad del
Cusco, para lo cual se utilizó el modelo de valor de marca propuesto por Aaker. Fue una
investigación de tipo básica, enfoque cuantitativo y el diseño no experimental; para la recopilación
de información se consideró como instrumento el cuestionario, se encuesto a 125 clientes
millennials locales, se aplicó una encuesta de 26 preguntas, información que fue sometida a la
confiabilidad estadística del Alfa de Cron Bach., llegando a los siguientes resultados: se concluye
que el valor de marca en los consumidores millennials del restaurante Green Point de la ciudad del
Cusco en el periodo 2021 es de nivel regular con un promedio de 3.37, analizado desde las
dimensiones la conciencia de marca alcanzó en promedio 3.23, la identidad de marca obtuvo en
promedio 3.41, la calidad percibida obtuvo en promedio 3.29, y lealtad de marca obtuvo en
promedio 3.15. Estos resultados se deben a que la empresa aún no ha logrado establecer su marca
en la mente del consumidor local millennials.
This research work entitled Brand value in millennial consumers of the Green Point restaurant in the city of Cusco - 2021, had as general objective: to know how is the brand value in millennial consumers of the Green Point restaurant in the city of Cusco, for which the brand value model proposed by Aaker was used. It was a basic type of research, quantitative approach and non- experimental design; for the collection of information the questionnaire was considered as an instrument, 125 millennial customers of the place were surveyed, a survey of 26 questions was applied, information that was subjected to the statistical reliability of Cronbach's Alpha, reaching the following results: it is concluded that the brand value in millennial consumers of the Green Point restaurant in the city of Cusco in the period 2021 is of regular level with an average of 3. 37, analyzed from the dimensions brand awareness which reached an average of 3.23, brand identity obtained an average of 3.41, perceived quality obtained an average of 3.29, and brand loyalty obtained an average of 3.15. These results are due to the fact that the company has not yet succeeded in establishing its brand in the millennial consumer's mind.
This research work entitled Brand value in millennial consumers of the Green Point restaurant in the city of Cusco - 2021, had as general objective: to know how is the brand value in millennial consumers of the Green Point restaurant in the city of Cusco, for which the brand value model proposed by Aaker was used. It was a basic type of research, quantitative approach and non- experimental design; for the collection of information the questionnaire was considered as an instrument, 125 millennial customers of the place were surveyed, a survey of 26 questions was applied, information that was subjected to the statistical reliability of Cronbach's Alpha, reaching the following results: it is concluded that the brand value in millennial consumers of the Green Point restaurant in the city of Cusco in the period 2021 is of regular level with an average of 3. 37, analyzed from the dimensions brand awareness which reached an average of 3.23, brand identity obtained an average of 3.41, perceived quality obtained an average of 3.29, and brand loyalty obtained an average of 3.15. These results are due to the fact that the company has not yet succeeded in establishing its brand in the millennial consumer's mind.
Link to repository: https://hdl.handle.net/20.500.12557/5314
Discipline: Administración
Grade or title grantor: Universidad Andina del Cusco. Facultad de Ciencias Económicas, Administrativas y Contables
Grade or title: Licenciado en Administración
Juror: Espinoza Sánchez, Raimundo; Obando Álvarez, Iris Haydee; Campaña Morro, Waldo Enrique; Humpire Castro, Roy Andy
Register date: 10-Apr-2023
This item is licensed under a Creative Commons License