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Universidad Peruana De Ciencias Aplicadas Facultad Relación entre marca e intención de compra en restaurantes tradicionales de fast food en personas de 18 a 35 años que consumen en el sector 6 de Lima Metropolitana Item Type info:eu-repo/semantics/bachelorThesis Authors Desposorio Paredes, Yashayra Vannia; Pimentel Rabines, Mariell Alessandra Publisher Universidad Peruana de Ciencias Aplicadas (UPC) Rights info:eu-repo/semantics/openAccess; Attribution- NonCommercial-ShareAlike 4.0 International Download date 02/10/2021 04:37:18 Item License http://creativecommons.org/licenses/by-nc-sa/4.0/ Link to Item http://hdl.handle.net/10757/654788 UNIVERSIDAD PERUANA DE CIENCIAS APLICADAS FACULTAD DE NEGOCIOS PROGRAMA ACADÉMICO DE ADMINISTRACIÓN Y MARKETING Relación entre marca e intención de compra en restaurantes tradicionales de fast food en personas de 18 a 35 años que consumen en el sector 6 de Lima Metropolitana. TESIS Para optar el título profesional de Licenciado en Marketing AUTORES Desposorio Paredes, Yashayra Vannia (0000-0002-2213-3643) Pimentel Rabines, Mariell Alessandra (0000-0003-3544-4544) ASESOR(A) Vigo Ibañez, Emperatriz (0000-0002-9852-9062) Lima, 19 de enero del 2021 2 DEDICATORIA A Dios y a nuestros padres por su apoyo incondicional en nuestras vidas. 3 AGRADECIMIENTOS Yashayra Desposorio Paredes Agradezco a Dios, por la fortaleza que me otorga, a mis padres por su apoyo incondicional para lograr todos mis objetivos, metas y sueños que tengo para mi futuro. Así como también, a mis familiares y amigos que siempre desean lo mejor para mi. Mariell Pimentel Rabines Le agradezco a mis padres por brindarme esta oportunidad y siempre estar a mi lado, brindándome su apoyo incondicional para seguir alcanzando todas las metas que me propongo en la vida. De igual manera, a mi hermano, mis familiares y amigos por creer siempre en mí, y principalmente a Dios por esta bendición que me ha otorgado. 4 RESUMEN Los restaurantes de fast food han tenido una gran acogida en el Perú, ya que, en los últimos años, aumentaron sus ventas y abrieron nuevos locales; sin embargo, con la aparición del e- commerce se desconoce qué tanto ha cambiado el desempeño de los restaurantes tradicionales en este sector. Partiendo desde este punto, la presente tesis, busca conocer la existencia de una relación entre la marca y la intención de compra en restaurantes tradicionales de fast food en personas de 18 a 35 años que consumen en el sector 6 de Lima Metropolitana. Así como también, conocer si tres de las dimensiones de la marca (calidad percibida, riesgo percibido y valor de cliente), pueden generar una intención de compra en estos restaurantes. La metodología empleada en esta investigación tuvo un alcance correlacional y un diseño no experimental/transeccional/correlacional-causal; además, se utilizó una investigación exploratoria como soporte, la cual tiene la siguiente estructura: En primer lugar, se realizaron tres entrevistas a profundidad, con el objetivo de conocer el sector; así mismo, se realizaron dos focus group de ocho personas entre 18 a 35 años, para conocer más acerca del consumidor y sus preferencias. En segundo lugar, se aplicaron 250 encuestas efectivas en escala de Likert, con preguntas divididas de forma equitativa entre las dimensiones de la marca y la variable intención de compra; obteniendo como resultado que el valor del cliente es la dimensión con la correlación más alta. Adicionalmente, se muestra una comparación con los resultados obtenidos en otro país, así como también, las conclusiones y recomendaciones a los usuarios interesados en el tema. Palabras clave: Fast food; Intención de compra; Marca; Calidad percibida; Riesgo percibido; Valor del cliente; Consumidor de fast food; Industria alimentaria; Lima Metropolitana. 5 The relationship between the brand and the purchase intention in traditional fast food restaurants in 18 to 35-year-old people that consume in sector 6 of Metropolitan Lima ABSTRACT In the last few years, fast food restaurants have been well received in Peru with their increased sales and their new establishments; however, there is nothing that proves how traditional restaurants performance has changed in this sector after e-commerce appeared. This investigation seeks to know about the existence of a relationship between the brand and the purchase intention in fast food traditional restaurants in 18 to 35-year-old people that consume in sector 6 of Metropolitan Lima. Also, to figure out if the brand’s dimensions (perceived quality, perceived risk, and customer value) could generate a purchase intention in this kind of restaurants. For this investigation, the methodology had a correlational scope with an non experimental/cross-sectional /causal-correlational design; in addition, as support was used an experimental investigation that handles the following structure: First, three in-depth interviews that were made with the objective of knowing more about the sector, at the same time, two focus group to know better about the consumers and their preferences. In second place, 250 surveys were applied on a Likert scale with questions divided in an equitable way between the brand’s dimensions and the purchase intention variable, in which the obtained results prove that customer value is the dimension with the highest correlation. In addition, there is a comparison with the obtained results in another country, as well as provided conclusions and recommendations for interested users. Keywords: Fast food; Purchase intention; Brand; Perceived quality; Perceived risk; Customer value; Fast food consumer; Food industry; Metropolitan Lima. 6 TABLA DE CONTENIDOS RESUMEN ABSTRACT CAPÍTULO I: MARCO TEÓRICO .................................................................................. 15 1.1 ANTECEDENTES DE LA INVESTIGACIÓN .............................................................. 15 1.2 BASES TEÓRICAS ................................................................................................ 19 1.2.1 Comportamiento del consumidor .................................................................. 19 1.2.2 Intención de compra ...................................................................................... 20 1.2.2.1 Concepto ................................................................................................ 20 1.2.3 Marca ............................................................................................................. 20 1.2.3.1 Concepto ................................................................................................ 20 1.2.3.2 Branding ................................................................................................ 21 1.2.4 Dimensiones de Marca .................................................................................. 22 1.2.4.1 Calidad percibida ................................................................................... 22 1.2.4.2 Riesgo percibido .................................................................................... 24 1.2.4.3 Valor de cliente ...................................................................................... 26 1.3 MARCO REFERENCIAL ........................................................................................ 27 1.3.1 Canal de distribución ..................................................................................... 27 1.3.1.1 Concepto ................................................................................................ 27 1.3.2 Canal de compra online ................................................................................. 29 1.3.3 Canal de compra físico .................................................................................. 32 1.3.4 Restaurantes ................................................................................................... 35 1.3.4.1 Concepto ................................................................................................ 35 1.3.4.2 Tipos de restaurante ............................................................................... 35 1.3.5 Franquicias .................................................................................................... 38 1.3.5.1 Clases de franquicias ............................................................................. 39 1.3.6 Gastronomía .................................................................................................. 43 1.3.6.1 Concepto ................................................................................................ 43 1.3.7 Gastronomía peruana ..................................................................................... 44 1.3.8 Fast Food ....................................................................................................... 44 1.3.8.1 Definición .............................................................................................. 44 7 1.3.9 Fast food en el mundo ................................................................................... 45 1.3.10 Fast food en América Latina y las empresas más representativas. ................ 51 1.3.11 Fast food en el Perú ....................................................................................... 58 1.3.11.1 Situación actual del sector fast food en el Perú ..................................... 59 1.3.11.1.1 Empresas representativas de fast food en el Perú .............................. 60 1.3.12 Fast food en el comercio tradicional ............................................................. 64 1.3.13 Proceso de decisión de compra del consumidor ...........................................
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