Browsing by Author "Sanchez Sarria, Jhonatan Estiben"
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Item Top of mind: una revisión al sector cervecero y al sector de los centros comerciales(Universidad Santiago de Cali, 2021) Sanchez Sarria, Jhonatan Estiben; Borrero Reina, Johan Sebastián; Valencia Zapata; Anderson; Burbano Cerón, José MariaThe purpose of this paper is to examine the Top of Mind in the beer and malls sectors, understanding by the first a sector dedicated to products and by the second a sector dedicated to services. The research therefore has a descriptive scope as it tries to analyze the importance and dynamics of the Top of Mind in the beer sector and the malls sector in Colombia. With this research, it is hoped to better understand how the Top of Mind works and what is its relevance in marketing; also know how to influence or can influence consumer behavior. The work is documentary, which implies a review of academic works, although by its nature it is necessary to resort to non-academic sources such as reports or other types of documents prepared by organizations specialized in marketing, one of the most important sources being the Top ranking. of Mind made by Revista Dinero, widely recognized and used by the academic world. As a result, it has been found that each category reflects its own reality. In the case of malls there is a fragmentation as a result of strong local competition and the diversity of the service offered, while in the beer sector there are more clearly dominant brands. In both cases it has been shown that there are different brand preferences with respect to the different cities of Colombia.