Examinando por Autor "Isaza Olarte, Juan Ricardo"
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Ítem Análisis del impacto del material P. O. P. en los puntos de venta de los distribuidores de los productos de la empresa Compañía de Empaques(Universidad EAFIT, 2017) Isaza Olarte, Juan Ricardo; Arias Salazar, Alejandro; Mejía Gil, María ClaudiaCompañía de Empaques sought, through a basic exploratory investigation, to understand the most important factors that boost customers to buy their product at the point of purchase -- Besides want to analyze the customer’s behavior before and after impacting these points with different types of POP material, to finally evaluate if the brand communication strategy called "La Mancha Verde" is impacting and influential for the final customer and thus replicate it in all the Colombian territory -- It was important for the research to understand the consumer behavior of these products at the points of sale, in order to arrive with the appropriate material and message -- The study audience were people who bought any product manufactured by Compañía de Empaques -- The tools used in this research, both qualitative and quantitative, complement each other to make the best decision and to conclude the favorability or not of expanding this project -- The research conclusions helps the vice presidency of the company to make the best decision of making the investment that is required to impact more than 100 points of purchase “AA” type and more than 4,000 “A” Type in the country, since it was found a sales increase in the two points of purchase where the strategy was implemented, supported with the structured poll and the observations session realized in the points of purchase, it was concluded that improving the products exhibition and impacting this points with colorful materials, helps to give better visibility to the brand that can generate impulse purchases to customers and top of mind