Abstract

TREVINO MONTANO, Maria Nicole; LA FUENTE CARDONA, Sonia Daniela; RUIZ ANDIA, Rodrigo  and  ROJAS ORTUNO, Liziel Karina. Brand positioning in the fried chicken industry in the city of Cochabamba. Perspectivas [online]. 2024, n.53, pp.107-130.  Epub May 30, 2024. ISSN 1994-3733.

Positioning is the place that a product or brand occupies in the minds of consumers in relation to the competition, whether they are products or brands. Therefore, the objective of this research is to determine the positioning of broaster chicken brands in the department of Cochabamba - Cercado.

In order to determine brand positioning, a simple correspondence analysis was carried out. For 227 surveys were conducted aimed at men and women aged 18 to 70 living in Cercado - Cochabamba. Important results were obtained in the fast-food market, specifically broaster chicken, how the brands are positioned and with what attributes they relate to each of them. Likewise, it was possible to determine the “ideal” brand for consumers and the brands are close to it.

Keywords : Positioning; brand; fast food and correspondence analysis.

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