Co-Branding como estrategia de internacionalización : evaluación de la intención de compra de Paccari en alianza con una marca extranjera.

Abstract

The main objective of this research was to propose a predictive model to assess the purchase intention of a co-branded product between Paccari and a foreign brand as an internationalization strategy. For this purpose, 478 online surveys were conducted in the city of Guayaquil, mainly to understand the opinions of potential consumers. Similarly, a literature review was carried out on the key factors influencing chocolate consumption, revealing that quality, variety, price, product packaging, and word-of-mouth recommendations were the most influential in the purchase decision. However, when evaluating the purchase intention of the co-branded product, the decision tree model showed that socioeconomic status was a decisive factor, as the product's price was relevant for both consumer profiles (those who would buy the product and those who would not). Ultimately, the surveys confirmed that the brand with the highest compatibility according to respondents was Juan Valdez, and the co-branded product that received the most acceptance was premium chocolate coffee. Finally, a marketing plan was designed to introduce the product in Bogotá, with the implementation of all phases of this plan scheduled to take place over one year.