Percepción de la narrativa de concientización de la campaña “Con mi propio vaso” de la marca Cristal lanzada durante la crisis del Covid-19 en consumidores de cerveza de 25 a 39 años del asentamiento humano “Puerto Nuevo”
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Issue Date
2021-04-22
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Perception of beer brand Cristal's narrative for awareness during Covid-19 in a shanty townAbstract
La crisis del Covid-19 ha llevado al mundo a una nueva normalidad, la cual ha forzado cambios en los hábitos de compra del consumidor para evitar contagiarse. Esto es un nuevo reto para las marcas, puesto que su comunicación debe apelar al cuidado del consumidor en esta pandemia. La marca de cerveza Cristal ha lanzado la campaña “Con mi propio vaso” que concientiza al público sobre la situación de la pandemia y promueve el consumo de cerveza en un vaso propio, en lugar de continuar con la tradición de compartirlo. La presente investigación busca analizar cuáles son las percepciones de concientización y de prevención sanitaria que el público residente del asentamiento humano Puerto Nuevo ha recibido respecto al storytelling de la campaña. Se ha realizado un estudio cualitativo que recurre al uso de entrevistas semiestructuradas para conocer la opinión de los consumidores y sus experiencias respecto a la pandemia.The Covid-19 crisis has led the world into a new normality which has forced changes on consumers’ usual shopping habits in order to avoid contagion. This is a new challenge for brands because their style of communication must go towards caring for the consumer during the pandemic. Con mi propio vaso (“Using my own glass”) is a campaign released by Peruvian beer brand Cristal to help spread awareness and encourage people to drink beer using their own glassware, rather than keeping the somewhat popular tradition of sharing a single glass and passing it around. This research focuses on analyzing what perceptions regarding awareness and sanitary measures the people of the Peruvian shanty town Puerto Nuevo have received from the storytelling of this campaign. In order to do that, a qualitative approach has been proposed, by collecting data from semi-structured interviews that allows us to know both opinions and personal experiences of the interviewees.
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info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
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spaCollections
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- Creative Commons