La identidad del licor artesanal pájaro azul y su influencia en la desición de compra entre personas de 18 a 25 años de edad de la ciudad de Guaranda, provincia del Bolivar, año 2015

Abstract

Our country has many typical drinks that have been past generation by generation in the different cities. This drinks are consumed in traditional and familiar parties. However the wish of conserve them have been affected by a deficient marketing, quality and technics rules that is necessary for the production of this typical drinks of Ecuador. It has been made the present research putting like principal objective determine the identity characteristic of Pájaro Azul craft drink, by mean of an analysis of the influence in the buy decision from the young people to establish an own brand of liquor. On this way the drink gonna show up in front of the customers and gonna better the commercialization. From the approach of the research, the variables are based on the scientific contribution of some authors. With this results has been establish like conclusions that the develop of the brand and the respective manual is based in the concept, needs, importance, meaning, chromatic, style and typologies has been produced before. Through the creation of the identity of Pájaro Azul, it could offer an industrialized product that be different to the others products with an accessible price. This gonna be distributed in wholesaler markets with sales strategies that let have the first position there. The characteristics of this drink have a competitive advantage because of the customers recognize the product and the specific flavor of this liquor that has been a brand through over the years.