La publicidad y promoción en el posicionamiento de la empresa láctea Santa Fe en la ciudad de Riobamba.

The main objective of this research is to determine how advertising and promotion incise in the positioning of the “Santa Fe” Dairy Company in Riobamba city. Dairy companies are entities dedicated to the production, processing and marketing of products derived from milk, these companies cover a wide range of products, that is why dairy sector is essential in the global food industry due to its nutritional contribution and its high demand, for this reason the advertising and promotion will be analyzed directly in terms of its positioning. The methodology used to carry out the research was the hypothetical-deductive method, starting with the formulation of a hypothesis. Throughout the development of the research, the proposed hypothesis was verified. In addition, three types of study were used: descriptive, field and bibliographic, with a non-experimental field design, which made it possible to choose the “Santa Fe” Dairy Company as the object of study. Two techniques were used for the development of this work: the interview, conducted with the managers and employees of this company during their working days, and the survey, applied to the company's consumers. The results obtained were tabulated, analyzed and interpreted using Excel and SPSS software, which made it possible to verify the hypothesis established. The investigation found that advertising and promotion effectively influence the positioning of the “Santa Fe” Dairy Company in Riobamba city, where advertising serves to promote a product or service in order to inform or influence its acquisition and acceptance of the brand. On the other hand, positioning refers to the place that a product or service occupies in the consumer's mind, which is achieved through different marketing and advertising activities that improve the agility, quickness, efficiency, profitability, image and credibility of the company. ; El presente trabajo de investigación se ha planteado como objetivo general determinar como la publicidad y promoción incide en el ...