Plan de marketing digital para posicionar la marca Quetzal en la ciudad de Ambato para el año 2021

Abstract

The main objective of this research was to position the brand of the company Taller Creativo Quetza l through a digital marketing plan. This study was carried out using a methodology with a mixed approach, quantitative and qualitative. The qualitative approach allowed a significant data collection of two study variables, while the quantitative approach was essential for collecting statistical data. The research design is non-experimental and cross-sectional with a descriptive level, documentary, and field type. The non-probabilistic sampling helped determine the sample size by applying the infinite population formula with 384 natural or legal individuals who maintain economic activities. This type of sampling made the market study possible. Regarding methods, the deductive, inductive, and analytical methods were necessary and used the techniques of direct observation, interview, and survey. An observation sheet, interview guide, and questionnaire were instruments used. The analysis of reliability and feasibility of the instrument was determined using Cronbach's alpha coefficient in the SPSS program, running the pilot survey to 22 subjects, obtaining a result of 0.943, which indicates an adequate internal consistency of the instrument, which supports this proposal. In addition to this, a market study was designed to get to know business owners in the city of Ambato in-depth to develop a digital marketing proposal.