Estrategia de marketing de la tienda de maquillaje y accesorios Libélula del cantón Durán periodo 2021.
| dc.contributor.advisor | Merchán Jácome, Verónica Alexandra | |
| dc.contributor.author | Miranda Anchundia, Damaris Elizabeth | |
| dc.date.accessioned | 2022-09-30T03:32:50Z | |
| dc.date.available | 2022-09-30T03:32:50Z | |
| dc.date.issued | 2022 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/12598 | |
| dc.description | The purpose of this case study is to investigate marketing strategies to help improve sales of the LIBELULA makeup store, located in the Duran canton, which is dedicated to the sale of beauty products for women, hair and skin care products. It has a small hierarchical structure to develop its activities. With the importance of marketing strategies, we seek to improve negative aspects of the company, for the welfare and satisfaction of customers, opt to get their loyalty and to expand the customer base of the store to achieve better profitability in the microenterprise. With times of constant changes, it is necessary to prepare and investigate the best options for the growth of the company, that is why the main objective is to analyze the marketing strategies implemented by the makeup and accessories store "Libelula". The methodology applied is qualitative, which allows observing the consumer's behavior at the moment of acquiring a product from the store and if it satisfies their needs, reinforcing the collection of this data with surveys focused on customers and an interview dedicated to the owner of the store. To this we add the theoretical foundations obtained from documents or websites that give the truthful support on what is marketing and its strategies, the same that are investigated thoroughly to develop the research in depth and give a possible suggestion to solve the problems of the store "Dragonfly", get the loyalty of its customers and improve the influx of their products. | es_ES |
| dc.description | The purpose of this case study is to investigate marketing strategies to help improve sales of the LIBELULA makeup store, located in the Duran canton, which is dedicated to the sale of beauty products for women, hair and skin care products. It has a small hierarchical structure to develop its activities. With the importance of marketing strategies, we seek to improve negative aspects of the company, for the welfare and satisfaction of customers, opt to get their loyalty and to expand the customer base of the store to achieve better profitability in the microenterprise. With times of constant changes, it is necessary to prepare and investigate the best options for the growth of the company, that is why the main objective is to analyze the marketing strategies implemented by the makeup and accessories store "Libelula". The methodology applied is qualitative, which allows observing the consumer's behavior at the moment of acquiring a product from the store and if it satisfies their needs, reinforcing the collection of this data with surveys focused on customers and an interview dedicated to the owner of the store. To this we add the theoretical foundations obtained from documents or websites that give the truthful support on what is marketing and its strategies, the same that are investigated thoroughly to develop the research in depth and give a possible suggestion to solve the problems of the store "Dragonfly", get the loyalty of its customers and improve the influx of their products. | es_ES |
| dc.description.abstract | El presente estudio de caso tiene como finalidad investigar estrategias de marketing que ayuden a mejorar las ventas de la tienda de maquillaje LIBELULA, ubicado en el cantón Duran, esta se dedica a la venta de productos de belleza para mujer, productos para cuidado capilar y de la piel. Cuenta con una estructura jerárquica pequeña para desarrollar sus actividades. Con la importancia de las estrategias de marketing se busca mejorar aspectos negativos de la empresa, para bienestar y satisfacción de los clientes, optar por conseguir su fidelización y poder ampliar la cartera de clientes de la tienda para lograr una mejor rentabilidad en la microempresa. Con tiempos de constantes cambios hay que prepararse e indagar las mejores opciones para el crecimiento de la empresa, es por ellos que como objetivo principal se tiene analizar las estrategias de marketing que implementa la tienda de maquillaje y accesorios “Libélula”. La Metodología que se aplica es la cualitativa que permite observar el comportamiento del consumidor al momento de adquirir un producto de la tienda y si satisface sus necesidades del mismo, reforzando la recopilación de estos datos con encuestas enfocadas en los clientes y una entrevista dedicada a la propietaria de la tienda. A esto se le suma los fundamentos teóricos obtenidos de los documentos o sitios web que dan el respaldo verídico sobre lo que es el marketing y sus estrategias, los mismos que se investigan a cabalidad para poder desarrollar con profundidad la investigación y dar una posible sugerencia a solucionar los problemas de la tienda “Libélula”, conseguir la fidelización de sus clientes y mejorar la afluencia de sus productos. | es_ES |
| dc.format.extent | 31 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2022 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Marketing | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Fidelización | es_ES |
| dc.subject | Clientes | es_ES |
| dc.title | Estrategia de marketing de la tienda de maquillaje y accesorios Libélula del cantón Durán periodo 2021. | es_ES |
| dc.type | bachelorThesis | es_ES |
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