Percepción del consumidor frente a publicidad saturada en el Distrito Central de Honduras
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Date
2025-06-05
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
El presente informe consta de una investigación sobre la percepción del consumidor frente a publicidad saturada en el Distrito Central de Honduras, donde se lograron identificar hallazgos sobre cómo los consumidores perciben la publicidad saturada, los medios de comunicación que utilizan, su relación hacia las marcas y todo aquello asociado con los factores que toman en cuenta las empresas al momento de hacer su plan de medios como también de los medios que utilizan para pautar con mayor frecuencia. El diseño de la investigación es transversal simple, debido a que la recolección de datos es única y exclusiva, únicamente correspondiente al periodo de tiempo entre el mes de abril y junio del año 2023. Las herramientas de investigación utilizadas fueron, encuestas digitales a personas residentes del Distrito Central de Honduras y entrevistas a profundidad a gerentes de marketing de empresas con presencia en el Distrito Central de Honduras.
This report consists of an investigation on consumer perception of saturated advertising in the Central District of Honduras, where it was possible to identify findings on how consumers perceive saturated advertising, the media they use, their relationship with brands and everything associated with the factors that companies take into account when making their media plan as well as the media they use to advertise more frequently. The research design is simple cross sectional, because the data collection is unique and exclusive, only corresponding to the period of time between the month of April and June of the year 2023. The research tools used were digital surveys of residents of the Central District of Honduras and in-depth interviews with marketing managers of companies with a presence in the Central District of Honduras.
This report consists of an investigation on consumer perception of saturated advertising in the Central District of Honduras, where it was possible to identify findings on how consumers perceive saturated advertising, the media they use, their relationship with brands and everything associated with the factors that companies take into account when making their media plan as well as the media they use to advertise more frequently. The research design is simple cross sectional, because the data collection is unique and exclusive, only corresponding to the period of time between the month of April and June of the year 2023. The research tools used were digital surveys of residents of the Central District of Honduras and in-depth interviews with marketing managers of companies with a presence in the Central District of Honduras.
Keywords
Percepción del Consumidor, Frecuencia de Pautas Publicitarias, Encuestas Digitales, Plan de Medios