Estrategia de marketing para posicionar camarón ecuatoriano de preparación rápida en Guayaquil mediante empaque sostenible.

Abstract

This research aims to develop a marketing strategy to position Ecuadorian shrimp as an easy, fast, and convenient food option in Guayaquil, by incorporating sustainable packaging as a distinctive appeal and added value. The core problem is the limited consumer perception of shrimp as a habitual food choice, despite its high quality and availability in the region. This perception has restricted its competitiveness against other convenience-associated products. The study adopts a mixed-methods approach (quantitative and qualitative), utilizing consumer surveys in Guayaquil and interviews with specialists in the shrimp sector to accurately understand perceptions, preferences, and behaviors related to the product and sustainable packaging. The data gathered will facilitate the analysis of packaging’s impact as a key component for brand differentiation and positioning. Furthermore, the findings will suggest comprehensive marketing guidelines aimed at promoting responsible consumption within the domestic market. This study contributes to the social sphere by advancing sustainable practices and more practical eating habits, and to the professional field by enhancing strategic marketing and packaging design skills within Ecuador's shrimp industry.