Positioning and image of the home food delivery apps, in Saltillo Coahuila

Abstract

The work determines the positioning of the main Applications (Apps) with food delivered at home in Saltillo, Coahuila, detecting the attributes with which each of them manages to position themselves It is an exploratory and descriptive study with a quantitative approach, with a sample of 300 people from Saltillo, Coahuila, whose ages range between 18 and 40 years, where 55% are men and 45% women. The positioning of the four applications was measured with perceptual maps, using the survey data and with the factorial analysis of correspondence. From the results obtained and from the marketing perspective, it can be deduced that perceptual maps are a useful quantitative tool to visually describe the place that applications occupy in users' perceptions. In addition, they allowed the Rappy and Uber Eats platforms to be identified as the best recognized, determining the attributes that make them stand out from the others. In relation to the hypothesis, it is stated that there are no significant differences between men and women with respect to platform preference

Keywords

• home delivery applications
• perceptu-al maps
• brand positioning
• brand reputation
• brand image