La estrategia de fidelización en los consumidores del sector de bebidas gaseosas en la ciudad de Guayaquil.

Abstract

This research seeks to know the loyalty strategies currently existing in the soft drinks or carbonated beverages sector in Guayaquil, for which a relevant bibliographic review and the gathering of information through qualitative tools such as in-depth interviews with experts and consumers has been carried out. The food market, despite the pandemic, has obtained a considerable growth. In the beverage sector, there is a broad leader, and followers who seek to increase their market share, to position themselves in their customers' minds and to achieve product loyalty in the target audience of Guayaquil. Within this sector, there is a strong position, despite the huge indirect competition. The soft drink sector is one of the fastest growing at the national level; therefore, it is extremely important to know what type of strategies are used by each of the protagonists.