Marketing emocional y posicionamiento de la marca chocolates Bagua en clientes de la cooperativa Aprocam, Amazonas 2024
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2025-05-15
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El objetivo principal de este estudio radica en determinar la relación que existe entre el marketing emocional y el posicionamiento de la marca chocolates Bagua en clientes de la cooperativa Aprocam, Amazonas 2024. Se desarrolló bajo un enfoque cuantitativo, de tipo básico, nivel correlacional y diseño no experimental de corte transversal. Para la adquisición de información, se adoptó la técnica de la encuesta, utilizando dos cuestionarios validados por expertos, uno para cada variable, a una muestra de 144 consumidores de Chocolates Bagua, seleccionados mediante muestreo no probabilístico por conveniencia. Los resultados mostraron una relación altamente positiva y significativa entre el marketing emocional y el posicionamiento, respaldada por un coeficiente de correlación de (r = 0.963). Asimismo, se encontraron correlaciones de considerable intensidad entre el marketing emocional y las dimensiones atributos de la marca (r = 0.951), beneficios (r = 0.955) y diferenciación (r = 0.945). Se llegó a la conclusión de que el marketing emocional desempeña un papel fundamental en la consolidación del posicionamiento de la marca Chocolates Bagua, mejorando la percepción del producto, sus atributos y beneficios, ayudando a establecer una diferenciación efectiva frente a la competencia. Se sugiere que la marca promueva los beneficios emocionales inherentes al producto, implemente puntos de venta experienciales y diseñe campañas que refuercen la identidad afectiva de la marca, contribuyendo a así a su diferenciación y fidelización de consumidores.
The main objective of this study is to determine the relationship between emotional marketing and the brand positioning of Bagua Chocolates among customers of the Aprocam cooperative, Amazonas 2024. It was developed using a quantitative, basic approach, correlational level, and a non-experimental cross-sectional design. To acquire information, a survey technique was adopted, using two questionnaires validated by experts, one for each variable, to a sample of 144 Chocolates Bagua consumers, selected through non-probability convenience sampling. The results showed a highly positive and significant relationship between emotional marketing and positioning, supported by a correlation coefficient of (r = 0.963). Likewise, correlations of considerable intensity were found between emotional marketing and the dimensions of brand attributes (r = 0.951), benefits (r = 0.955), and differentiation (r = 0.945). It was concluded that emotional marketing plays a fundamental role in consolidating the positioning of the Chocolates Bagua brand, improving perceptions of the product, its attributes, and benefits, helping to establish effective differentiation from the competition. It is suggested that the brand promote the product's inherent emotional benefits, implement experiential points of sale, and design campaigns that reinforce the brand's emotional identity, thus contributing to its differentiation and consumer loyalty.
The main objective of this study is to determine the relationship between emotional marketing and the brand positioning of Bagua Chocolates among customers of the Aprocam cooperative, Amazonas 2024. It was developed using a quantitative, basic approach, correlational level, and a non-experimental cross-sectional design. To acquire information, a survey technique was adopted, using two questionnaires validated by experts, one for each variable, to a sample of 144 Chocolates Bagua consumers, selected through non-probability convenience sampling. The results showed a highly positive and significant relationship between emotional marketing and positioning, supported by a correlation coefficient of (r = 0.963). Likewise, correlations of considerable intensity were found between emotional marketing and the dimensions of brand attributes (r = 0.951), benefits (r = 0.955), and differentiation (r = 0.945). It was concluded that emotional marketing plays a fundamental role in consolidating the positioning of the Chocolates Bagua brand, improving perceptions of the product, its attributes, and benefits, helping to establish effective differentiation from the competition. It is suggested that the brand promote the product's inherent emotional benefits, implement experiential points of sale, and design campaigns that reinforce the brand's emotional identity, thus contributing to its differentiation and consumer loyalty.
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Marketing emocional, Posicionamiento, Chocolate, Marca, Experiencia, Emotional marketing, Positioning, Chocolate, Brand, Experience
Citación
Gil Malca, A. (2025). Marketing emocional y posicionamiento de la marca chocolates Bagua en clientes de la cooperativa Aprocam, Amazonas 2024. [Tesis de Licenciatura, Universidad Nacional Intercultural "Fabiola Salazar Leguía" de Bagua]. Repositorio Institucional - Universidad Nacional Intercultural "Fabiola Salazar Leguía" de Bagua
