Plan de comunicación digital para la empresa Coherlo S.A. en la ciudad de Guayaquil.

Abstract

This research aims to develop a digital communication plan for the company Coherlo S.A. in the city of Guayaquil. The research is characterized by having a quantitative - qualitative approach, it is exploratory and descriptive, the main sources of primary information used are surveys and focus groups, which helped to collect important information, the same that was applied to individuals who eat rice. In order to determine the number of people who were surveyed, the population sample formula was applied, the group selected for the focus group was made up of men and women consumers of Coherlo rice ranging from 20 to 30 and 31 to 45 years old who are residents in the city of Guayaquil. Among the results obtained are that 98.2% of the people surveyed consume rice, 92.3% use a digital platform, 40.8% review information about the product on social networks, 60.3% buy basic necessities online, 29.8% of respondents would like digital media to handle recipes as a type of content.