Bibliographic citations
Beteta, F., Gutiérrez, J., Cabrera, Y., Atuncar, J. (2020). Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra: caso pollerías limeñas [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/16110
Beteta, F., Gutiérrez, J., Cabrera, Y., Atuncar, J. Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra: caso pollerías limeñas []. PE: Pontificia Universidad Católica del Perú; 2020. http://hdl.handle.net/20.500.12404/16110
@mastersthesis{sunedu/2664476,
title = "Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra: caso pollerías limeñas",
author = "Atuncar Amoretti, Jesús Alexander",
publisher = "Pontificia Universidad Católica del Perú",
year = "2020"
}
The objective of the following research is to describe and analyze the influence of brand value as perceived by the consumer, as well as its purchasing intent which we measured in poultry shops using the Keller and Aaker method. In order to underpin our investigation, we conducted a literature review, gathered information and consulted a specialized database to show the actual consumer influence, as well as to understand if the current diffusion of information, promotions and marketing strategies reach their goals, since these are prevailing points of brand value which influence the purchasing intention of the consumer. The core of our research is the analysis of the main poultry shop chains in Lima. Using as a reference a study by the Euromonitor International from 2016 about restaurants and fast foods in Peru, and the ¨Prize Summun 2018¨, gives us the 10 main poultry shops in Lima. Out of this top 10 we chose seven poultry shop chains, the ones who are in a process of expansion at the national level. Therefore, they are trying to acquire a majority of the market share, resulting in high quality and service standards for each one. Following from this, we will analyze the consumer’s perception with regard to the influence of brand value and purchasing intention. We will establish a probability sample of 246 grilled chicken consumers above 18 years old. After the literature review, we will select a model and apply the survey to the sample of people who come from the districts of Santiago de Surco, San Borja, Jesús María, and Miraflores. This way we were able obtain as a result that these restaurants maintain a positive capital brand value, due to marketing activities exercised by the brand which have impacted its building blocks favorably. As a result and conclusion, we observe that the selected poultry shops maintain a positive value of their brand value which is due to good commercialization and adequate and favorable marketing, which also serves as a constructive recommendation which could improve their current performance in a continuous and constant way.
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