Imagen y posicionamiento de marcas en la industria de agroquímicos en Colombia
Loading...
Date
2017
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Lasallista
Abstract
Introduction. The research on the image and
positioning of brands is part of management and
strategic direction of any company intended to
maximize market response. Objective. Through
this research, an investigation was conducted to the
companies that distribute agrochemical products in
Colombia in relation to these variables of interest,
together with the great potential of this market, the
nonexistence of a prevailing competitor, the big size
of the market, and the limited literature available
in competitive research on brands from such
industry. Materials and methods. An exploratory
research was designed with discussion groups
from different regions in Colombia, with the purpose
of characterizing image and positioning of brand.
Results. The study empirically shows the concepts
of interest from unique, favorable, and important
associations for each brand, such as presence or
lack of advisory, technical support, price perception,
and good quality, among others. Conclusions.
Results provide a better understanding of each brand
or company in order to facilitate the competitive and
commercial management, especially when making
differences between positioning and image of the
brand by regions in Colombia, determining both
positive and negative characteristics.
Description
Keywords
Corporación Universitaria Lasallista, Productos agrícolas, Industria química, Posicionamiento (Publicidad), Productos químicos, Mercadeo, Agroquímicos
Citation
Revista Lasallista de Investigación Vol. 14 N. 1