Brand positioning strategy "Café Sabor Nica" in Matagalpa, Nicaragua versus its acceptance by consumers, period 2005 to 2018

Abstract

In this research, positioning strategies were analyzed in the city of Matagalpa of the coffee brand Sabor Nica versus consumer acceptance, from 2005 to 2016.

In order to analyze the strategies of brand positioning Sabor Nica versus consumer acceptance, from 2005 to 2018. Intending to characterize the types of customers of the company and factors affecting the acceptance of the brand by consumers. The variables evaluated were: Brand Positioning and Acceptance Strategies.

In the research, a non-probabilistic sample was taken, so it was a sample of convenience, so we took its workers, loyal customers who consume the brand. This type of research is qualitative with quantitative elements used in a longitudinal time that includes the period from 2005 to 2018.

Through this investigative work, techniques were applied to the company's workers and consumers to know the strategies of positioning and acceptance of the brand. Therefore, your participation indicates positively that if there is an acceptance of the Café Sabor Nica brand.