Resumen

Because the current consumersim and evidence of people´s infidelity towards the brands, today´s companies must be at the forefront of the changes that their customers have, to keep in the market and be stronger than its competition, one of the best tool is market research because through it you can observe, analyze and understand various factors that affect or benefit the company and from there be able to create strategies to win or at least not lose market share. This grade work will be based on observing the key factors that an Ibague citizen has when acquiring products at a drugstore in the city, At the same time, identify why the clients of Droguerías Copifam make their purchases there and reach their level of satisfaction with the brand; All this in order to generate recommendations that help the company design strategies to improve its positioning in Ibague city.