Positioning of the Santo Domingo Brand in University Students and Influence of the Advertising Media
Keywords:
Preceptual maps, positioning, market studies, marketingAbstract
The research explores the population's perception regarding the positioning of the Santo Domingo de los Tsáchilas brand as a tourist destination and modern city, investigating theoretical bases with references from authors who have applied similar investigative processes. The objective was to statistically determine the positioning of the brand through surveys conducted by students from the ULEAM-SD University with similar variables and attributes. The participation of provinces with attributes similar to Santo Domingo was essential with a simple, non-probabilistic random sampling in relation to the attributes that, through the application of simple analysis of determinants and contingency tables, finally provided statistical evidence of the positioning and acceptance of the Ecuadorian population through the social networks used
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