Gestión de branding para posicionar a los mercados de la ciudad de Riobamba

Abstract

prevent them from gaining recognition among the citizens. One of the main issues is the inadequate corporate image managed by the coordinators of each market, as there is no overall brand that allows for the identification of the city's markets as a whole. This has led to inefficiencies in the information channels established by the markets. With this premise, the objective was set to design a branding plan for market positioning, highlighting the branding and the benefits of its application in the commercial environment. The research methodology employed a qualitative and quantitative approach. The research level was exploratory and correlational, with a non-experimental and longitudinal design. A documentary and field design were used for the type of study. Data collection instruments such as surveys and interviews were used. The population was selected using the simple random sampling method from the economically active population, and the chi-square statistic was used to test the hypothesis. The proposal was developed through the analysis of the collected data, internal and external factor analysis, and documentary information. It was determined that the markets have a high acceptance rate compared to supermarkets due to factors such as a wide range and diversity of products, accessible prices, product quality, and good customer service. In conclusion, it is evident that branding management contributes to positioning, and it is recommended that the city markets leverage their strengths to counteract their weaknesses.