Please use this identifier to cite or link to this item: http://hdl.handle.net/10609/130787
Title: Sera Esp: estudi de satisfacció, imatge i posicionament
Author: Jové Arruebo, Enric
Tutor: Veciana Escribano, Miriam
Keywords: satisfaction
fishkeeping
brand positioning
market research
Issue Date: Feb-2017
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: With the development of this Dissertation Thesis Marketing and Market Research, it is intended to get a closer view to the pet industry and specifically to the aquarium industry segment. We have aimed to approach and to be aware of the reality of these professionals who make up 10% of this Sector. This is why a study of customer satisfaction, image and brand positioning has been carried out for a leader company in the sector; Sera Esp. The marketing research we have carried out has been focussed in the study of the traditional distribution channel in order to meet its needs and concerns. We had to look into what is the perception of quality, goods and services that Sera offers, and what is its brand positioning in regard to other companies operating in this market. To start with , the analysis aimed at finding out what is the profile of these professionals and what are the features that surround their job place, namely the specialized pet shop. Next, the study went on to assess the brand satisfaction level (goods, services, management and communication efficiency) and brand positioning in the Spanish market of the brand products and its characteristics. The grounds that drive the Distribution channel to choose a particular brand have also been a research objective.In addition we have intended to detect business opportunities in reference to the services that the distributors offer to their customers. However, we have envisaged to finish this research by emphasizing a great need detected by these professionals; the desire to obtain permanent and adequate training, because it is the only possible way to face the future of traditional distribution with guarantees.
Language: Catalan
URI: http://hdl.handle.net/10609/130787
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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