Brand positioning for packager natural juices in the city of Cochabamba
DOI:
https://doi.org/10.59343/yuyay.v3i2.67Keywords:
Positioning, brand, perception, relevant attributes, packaged juicesAbstract
Positioning is the act of designing the company's offering and image so that it occupies a distinctive place in the minds of the target market (Kotler & Keller, 2016). It is also important to understand that positioning is not based on differentiation, but on mental and physical availability, so that brands are easy to buy and remember (Sharp, 2015). In this way, brands develop distinctive visual and sensory assets that are easily recognizable (Romaniuk, 2018).
The packaged juice industry in Bolivia has a long history in the field of natural drinks and juices (Industria del Valle, 2023). The objective of this research article is to determine the positioning of packaged juice brands, based on relevant attributes such as behavior, perceptions, competition and market share perceived by consumers. For this purpose, research was carried out with a deductive and quantitative approach. It was applied at a pilot level to a sample of 50 elements, which allowed us to calculate an infinite population of 277,805 elements and a final sample of 296 elements, which were analyzed using the multivariate simple correspondence technique.
Finally, it was possible to identify the ideal brand in relation to the most relevant attributes: pleasant flavor, affordable price and quality of the juice. This allowed us to establish a scale that classifies all the packaged juice brands participating in the study according to their relative importance.
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Copyright (c) 2024 Rodrigo Ruiz-Andia, Sonia Daniela La Fuente Cardona, Virginia Mercedes Fernández-Daza, Nicolas Esteban Arraya-Zambrana
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