Estrategias de comercialización en la Despensa "Niña Ceci" de la ciudad de Babahoyo, periodo 2022.
| dc.contributor.advisor | Lozano Chaguay, Luis Alberto | |
| dc.contributor.author | Garcia Villafuerte, Darío José | |
| dc.date.accessioned | 2023-06-06T04:28:02Z | |
| dc.date.available | 2023-06-06T04:28:02Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14276 | |
| dc.description | This study takes place in the context of a microbusiness called Despensa "Niña Ceci", which is commercial, has been operating for 13 years and is specifically dedicated to the marketing of various basic necessities. It is located on the streets Eloy Alfaro and 4ta calle, belonging to the Clemente Baquerizo urban Parish, of the Babahoyo Canton. The main objective of the study is to know the marketing strategies implemented by this microenterprise, and several dimensions were considered such as: Product, Price, Promotion and Distribution of the products. For this purpose, a descriptive methodology with qualitative characteristics was used, where a structured interview with its owner was used. The research line was considered: Administrative, Tax, Audit and Control Financial Management, likewise, the research sub-line was considered: Marketing and commercialization, which belong to the Commerce Career. Among the main results, it was established that the "Niña Ceci" Pantry is located in a highly competitive market, and that its products are accepted in the market, because families know the different brands that are offered, likewise, product promotion strategies are not applied and a direct marketing channel is used with standardized prices for the public. | es_ES |
| dc.description | This study takes place in the context of a microbusiness called Despensa "Niña Ceci", which is commercial, has been operating for 13 years and is specifically dedicated to the marketing of various basic necessities. It is located on the streets Eloy Alfaro and 4ta calle, belonging to the Clemente Baquerizo urban Parish, of the Babahoyo Canton. The main objective of the study is to know the marketing strategies implemented by this microenterprise, and several dimensions were considered such as: Product, Price, Promotion and Distribution of the products. For this purpose, a descriptive methodology with qualitative characteristics was used, where a structured interview with its owner was used. The research line was considered: Administrative, Tax, Audit and Control Financial Management, likewise, the research sub-line was considered: Marketing and commercialization, which belong to the Commerce Career. Among the main results, it was established that the "Niña Ceci" Pantry is located in a highly competitive market, and that its products are accepted in the market, because families know the different brands that are offered, likewise, product promotion strategies are not applied and a direct marketing channel is used with standardized prices for the public. | es_ES |
| dc.description.abstract | El presente estudio se da en el contexto de un micronegocio denominado Despensa “Niña Ceci”, la cual es de tipo comercial, funciona desde hace 13 años y se dedica específicamente a la comercialización de productos variados de primera necesidad. Se encuentra ubicada en las calles Eloy Alfaro y 4ta calle, perteneciente a la Parroquia urbana Clemente Baquerizo, del Cantón Babahoyo. El objetivo principal del estudio es conocer las estrategias de comercialización que implementa esta microempresa, y se consideraron varias dimensiones como: Producto, Precio, Promoción y Distribución de los productos. Para efecto de este propósito, se empleó una metodología de tipo descriptiva con características cualitativas, donde se empleó una entrevista estructurada a su propietaria. Se considero la línea de investigación: Gestión Financiera Administrativa, tributaria, auditoría y control, así mismo, se consideró la sublinea de investigación: Marketing y comercialización, que pertenecen a la Carrera de Comercio. Entre los principales resultados se estableció que la Despensa “Niña Ceci”, se encuentra en un mercado de alta competencia, y que sus productos son de aceptación en el mercado, debido a que las familias conocen las diferentes marcas que se ofrecen, así mismo, no se aplican estrategias de promoción de los productos y se emplea un canal directo de comercialización con precios estandarizados al público. | es_ES |
| dc.format.extent | 17 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2023 | 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 | Estrategias | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject | Comercialización | es_ES |
| dc.subject | Despensa | es_ES |
| dc.title | Estrategias de comercialización en la Despensa "Niña Ceci" de la ciudad de Babahoyo, periodo 2022. | es_ES |
| dc.type | bachelorThesis | es_ES |
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Except where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 Ecuador