Impacto de un programa de fidelización en el comportamiento del consumidor y el aumento de la rentabilidad de Backus S.A.A. frente al consumo de cerveza en restaurantes modernos de las zonas 6, 7 y 8 de Lima Metropolitana

• Autores: Carozzo Maravi, Camila Milagros, Vega Molina, Brenda Elizabeth
• Formato: tesis de grado
• Fecha de Publicación: 2022
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/15617
• Enlace del recurso: https://hdl.handle.net/20.500.12724/15617
• Nivel de acceso: acceso abierto
• Materia: Fidelización del cliente; Comportamiento del consumidor; Rentabilidad; Cervecería Backus y Johnston; Restaurantes; Customer loyalty; Consumer behavior; Profitability; Restaurants; https://purl.org/pe-repo/ocde/ford#5.02.04

Beer is the alcoholic beverage with the highest consumption in Peru and Peruvians have it present in celebrations and social gatherings, where consumption is directly related to intensity and not frequency, that means, consumption in excess and not periodic. When analyzing the panorama, the need to study the behavior of the Peruvian consumer in the face of different consumption occasions was detected. Backus S.A.A., is the beer company that has a large part of the market share of alcoholic beverages in Peru and has in its portfolio brands with a marked positioning within the minds of Peruvian consumers. This is in constant planning of strategies aimed at frequent consumption in all its channels; Due to this, the modern restaurant channel is identified as a potential to initiate the execution of strategies, since it allows generating consumer experiences and reinforcing the positioning of its brands through concepts such as pairing, perfect served, use of adequate glassware, among others. The objective of this research work is to study the impact of a loyalty program on consumer behavior and on the profitability of Backus vis-à-vis beer consumption in the modern restaurant channel of Metropolitan Lima. For the development of the research, it will begin by studying the behavior of the beer consumer and its characteristics, specifically in the frequency and intensity of consumption. As well as the application of a loyalty program that will generate an impact on the profitability of Backus's modern restaurant channel.