Estrategias de publicidad para incrementar el posicionamiento de la Empresa Taller Casas S.A.C Chiclayo 2020

Abstract

La presente investigación tuvo por objetivo determinar en qué medida una estrategia de publicidad incrementa el posicionamiento de la empresa Taller Casas S.A.C Chiclayo 2020. El diseño de investigación fue Pre Experimental, la muestra estuvo conformada por 60 representantes de empresas. Se utilizó el cuestionario VALS, diseñado por Stanford Research Institute y el cuestionario de posicionamiento, ambos validados en constructo por expertos y en confiabilidad con Alfa de Crombach de 0.942 y 0.879. Se concluye que la estrategia de publicidad mejoro significativamente el posicionamiento, pues el nivel de posicionamiento bajo disminuyo de 55.0% a 0% y el nivel medio disminuyo de 36.7% a 31.7% y el nivel alto se incrementó en 45.0% y el nivel muy alto creció de 0% a 15.0%, y estos resultados fueron validados estadísticamente mediante la prueba de Wilcoxon para muestras relacionados (p <0.000). La estrategia publicitaria fue un un fórum liderado por las autoridades municipales, del colegio de ingenieros, de las universidades y líderes de la industria se convocó al segmento objetivo junto con su COCKTAIL y ágape donde departieron los invitados con los diferentes líderes. Después del evento el nivel de posicionamiento fue muy alto 15% (9 participantes), alto 53% (32 participantes)

The objective of this research was to determine to what extent an advertising strategy increases the positioning of the company Taller Casas SAC Chiclayo 2020. The work methodology, according to the purpose is applied and according to the research design is Pre-Experimental, where the sample was made up of 60 company representatives. The results allow us to conclude that the advertising strategy significantly improved the positioning, since the low positioning level decreased from 55.0% to 0% and the medium level decreased from 36.7% to 31.7% and the high level increased by 45.0% and the Very high level grew from 0% to 15.0%, and these results were statistically validated using the Wilcoxon test for related samples (p <0.000). The level of positioning found was predominantly low (55.0%, 33 participants), followed by medium (36.7%, 22 participants) and only 8.3% was high (5 participants). None were in the very high category. Regarding the number of employees, companies with more than 25 employees predominated. On determining the profile of the target market, age predominated in the ranges of 41-60 years (33.3%, 20 participants) and 26-40 years (28.3%, 17 participants). Regarding the number of employees, those with more than 25 employees (43.3%, 26 companies) predominated, followed by fewer than 10 employees (31.7%, 19 companies). Regarding the cost coping profile, quality and reliability oriented prevailed (40%, 24 participants), predominantly kinesic. The preferred communication channel was mixed (both traditional and digital 53.3%, 32 participants), also the language was predominantly Kinesic (46.7%, 28 participants), regarding their decision making the rational profile predominated 40%, regarding formality the strictly formal predominated (83.3%, 50 participants). With the results, the advertising strategy was developed, which was a very kinesic medium event, a forum led by municipal authorities, the college of engineers, universities and industry leaders, the target segment was called together with its cocktail and agape where the guests chatted with the different leaders. After the event the level of positioning was very high 15% (9 participants), high 53% (32 participants).