Análisis de la percepción de marca en los consumidores de MM Wings en Latacunga

Alexis Paredes Amaguaya; Jhoao Alexander Chusín Vega

doi:10.37431/conectividad.v6i4.368

Authors

Alexis Paredes Amaguaya Universidad Técnica de Cotopaxi https://orcid.org/0000-0002-2989-8876
Jhoao Alexander Chusín Vega Universidad Técnica de Cotopaxi https://orcid.org/0009-0003-0141-1688

DOI:

https://doi.org/10.37431/conectividad.v6i4.368

Keywords:

Emotional connection, Loyalty, Brand perception, Customer experience, MM Wings

Abstract

The research analyzes customer perceptions of the MM Wings brandin Latacunga, based on their experiences. A quantitative method was used, surveying 347 customers. The results showed that 60% of respondents perceived the brand's personality as fun, friendly, and innovative. Furthermore, 38% mentioned having had memorable experiences with the brand, which would be an opportunity to improve and strengthen the emotional connection with the customer. Furthermore, social media is the brand's primary means of communication for interacting with its customers; 45% visit its social media channels. Opportunities were identified to improve product presentation (53%) and customer service (47%), factors that will help strengthen customer perceptions by meeting their needs with a quality product accompanied by a positive experience with the company. MM Wings has positioned itself as a modern and youthful brand; however, it is necessary to implement loyalty, personalization, service, and digital marketing strategies. This research contributes to the analysis of customer loyalty in the fast food market, providing important information for strategic decision making.branding and customer experiences.

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