Browsing by Author "Quispe Chiliquinga, Dennis Javier"

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    “Estudio del comportamiento de mercado para el Sector de Producción Textil de la provincia de Tungurahua: Caso Empresa Moonlook”
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2017-03) Quispe Chiliquinga, Dennis Javier; Borja Quispe, Galo Santiago; Chávez Yépez, Howard Fabián
    Textile production sector and more specifically the women's underwear market is a matter of great interest and importance at the global level and Ecuador is not an exception; Moonlook is an international company dedicated to the design, production, distribution and marketing of underwear for women in Ecuador and sells its products mainly in chain stores. Today the company Moonlook is experiencing a problem of recognition of its brand of underwear Skin, so it takes a brief action to stop this problem. For this reason, the present research has focused on identifying the factors and characteristics that influence the behavior of the female lingerie market and with that analyze the factors that contribute to the low level of recognition of the brand Skin in the market. The methodology used for the purposes of this research was based on bibliographical and field studies with an exploratory and descriptive level that allowed the obtaining of results attached to reality; In addition, a qualitative variable of finite population was taken as sample for the development of the questionnaire that would make possible the application of a survey. The results obtained in the development of this research showed that the dynamism with which the female lingerie market operates is due to several factors associated with its buying behavior; Moreover, trends have been identified in terms of brand preferences, quality, design, and, finally the attributes of women's underwear; On the other hand, it was possible to determine that the level of recognition of the brand Skin of the company Moonlook in the market is low, reason why the company is forced to examine an agile solution.