Plan de Comunicación para mejorar el posicionamiento de la Cooperativa de Ahorro y Crédito “San Jorge” Ltda., en la ciudad de Riobamba.

Abstract

This certification study aims to elaborate the communication plan that allows to improve the positioning level of the association of savings and credits “San Jorge” in the city of Riobamba. In order to get that objective, the investigation was divided in five chapters; starting out with the problematic planning, the justification and the posed objectives to solve the problems. The second chapter contains the theoretical concerning which let to sustain the study by analyzing the existing investigative concerning about the study topic, also the positioning theories and communication of the advertising efficacy. In the third chapter, the methodology is determined by explaining the qualitative and quantitative approach with a descriptive kind and using some methods such as synthetic analytic, inductive and deductive. The last chapter shows the population, the same that is shaped by the economically active population of Riobamba which reaches 100.585 dwellers and taken as sample 383 people. The continuous investigation in the fourth chapter describes the general data of the association of savings and credits “San Jorge”, its situational diagnosis and the analysis of the obtained results in the inquiry. Finally, a proposal is set in order to enhance the positioning of the association in Riobamba.