BRAND POSITIONING: A STUDY ON CHOCOLATE CONSUMPTION BY STUDENTS OF THE USFX COMMERCIAL ENGINEERING PROGRAM

Abstract

This research deals with brand positioning in the purchase of chocolate in Sucre, which focuses on Commercial Engineering students at USFX. This study is based on the attributes that influence the selection of chocolate brands, such as price, quality, brand image, promotions, for which surveys were applied, as a result it was identified that the majority of students value promotions, quality-price since these elements are key in your purchasing decision. It was also observed that there is more inclination towards brand loyalty that is influenced by previous experiences and the impression of quality, which motivate students to prefer well- known brands. The study points out the relevance of brand positioning to capture and maintain the attention of these young consumers, who are more likely to accept advertising and promotional strategies. This research provides a detailed view of the purchasing behavior in this population segment, offering useful information so that chocolate companies can improve their marketing and positioning strategies. This approach allows brands to improve their relationship with consumers and increase their competitiveness in the local Sucre market