Notoriedad de marca en las empresas de calzado de la provincia de Tungurahua

Abstract

Footwear is one of the predominant sectors in Ecuador, has the highest gross productiom, which contributes to the develope of the country, in the province of Tungurahua most companies are engaged in the development of footwear, this is recognized by the durability and resistance of the products. One of the most imposrtant objetives for companies is to achive a brand positioning, to reinforce the level of competitiveness base don strategies that allow to maintain a certain brand as the first mention (top) of the consumer. The results indicate that the variables of brand awareness are related to each other, therefore the system is retable and applicable ir order to participate as an efficient tool in the decisions of the Company. The development od a system of brand awareness is significant in order to evaluate the position of brands in the mind of the consumer, for this reason the notoriety es measured on a scale, from basic notoriety (recognition, familiarity) to relevant notoriety (recall, top of mind), which are base don preference of the consumer to establish a certain position, for it were applied two isntruments with survey technique for consumers who have the ability to select a band and minority who know that brands footwear are the most sold in the province of Tungurahua.