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Brand valuation proposal model for family and non-family cold meats companies. Case study: sausages la Italiana and plumrose

Abstract:

The study evaluates the family business of cold meats La Italiana, and the non-family business Plumrose, taking into account the trajectory of both companies in the Ecuadorian market (La Italiana with 30 years and Plumrose from Pronaca, with 40 years) and being the objective, to analyze consumer perception and organizational perspective, in addition to discovering the attributes that generate value in each brand. The methodology used is a descriptive and analytical investigation that determines phenomena and realities of each company, using the inductive and relational method. The quantitative study was the CSI survey with questions about the perception of family and non-family business brands, applied to 384 housewives stratified by socioeconomic level. Likewise, a qualitative study was carried out on the commercial managers of each company through in-depth interviews to determine their relevant characteristics. The results indicate that the family business has as a relevant positive factor the satisfaction of the need of consumers, while in its negative part there is confusion in the recognition of its brands. In contrast, the non-familiar company presents brand recognition and importance of quality in its products. Finally, this study identifies brand elements that define the differences between the two companies, thus knowing every detail that the consumer considers important to achieve brand acceptance, recognition and loyalty.