Análisis de la percepción de marcas de pañales para adultos mayores en Guayaquil.

Abstract

The present essay is based on determining the perceptions of diaper brands for older adults in the city of Guayaquil. Up to the present, there has been no research on perceptions of diaper brands for seniors within the city in question. Senior is any person whose age ranges from 65 years and older. The research had a qualitative approach to understand the perceptions of diaper brands for seniors in Guayaquil. The research tool used was the focus group. Among the most important findings are: The perception for the Tena brand is high quality because it is produced by a multinational and is the first brand to offer adult diapers in the market; Prudential has an affordable price with quality similar to Tena; Plenitud is little known by this segment and perceived of high price; Cotidian is not yet positioned within this target. Seniors remember the promotions offered by social networks, do not visit web pages of diaper brands for this segment. The brand recall was: Tena, Prudential, Plenitud. Seniors believe that it is cheaper to buy adult diapers in supermarkets than in pharmacies.