Social positioning of Galletas Dondé in Escárcega based on local perceptions and an empathy map
DOI:
https://doi.org/10.71459/edutech202551Keywords:
social positioning, empathy map, consumer perceptions, social marketing, Escárcega, cookiesAbstract
Introduction: The social positioning of Galletas Dondé in Escárcega, Campeche, was studied, considering local perceptions and deepening with empathy map analysis.
Method: This is a descriptive and exploratory study with a conventional sample; a total of 120 in-person surveys were conducted in grocery stores and retail outlets between May and June 2025. The questionnaire sought consumer preference, quality perception, and recommendation, and included open-ended questions to develop an empathy map.
Results: Gamesa was found to be the leading company in all three indicators, while Dondé came in second and Cuétara lagged behind. In comparative aspects of social positioning, Dondé obtained the highest total score, slightly above Gamesa and well above Cuétara. The empathy map indicates that Dondé connects through tradition and proximity, but suffers from low visibility, little innovation in packaging, and limited community and digital presence.
Conclusions: It is concluded that Dondé has an intermediate social positioning but could grow if it focuses more on its local identity through closer communication, social marketing, community presence, and a healthy approach consistent with current trends applied in the locations where the company has branches.
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Copyright (c) 2025 Gonzalo Manuel Vargas Cervera, José Alberto Sánchez López , Jocabeth Eunice Naal Espinosa, Dulce María de Jesús Delgado Cih, Ivette Stephany Pacheco Farfan (Author)
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The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.
