Análisis de las estrategias de marketing de la empresa Centro Comercial Aguirre ubicado en la ciudad de Babahoyo en el periodo 2023
| dc.contributor.advisor | Caicedo Flores, Jorge José | |
| dc.contributor.author | Amaiquema Pilay, Nayeli Odalys | |
| dc.date.accessioned | 2025-04-19T00:35:03Z | |
| dc.date.available | 2025-04-19T00:35:03Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/17789 | |
| dc.description | This case study contextualizes its research in the Aguirre Shopping Center, located in the city of Babahoyo, specifically on the streets of 27 de Mayo between 5 de Junio and García Moreno, dedicated to the sale of household appliances and furniture. For years it has been developing its commercial activity in the midst of a very competitive market environment. The main objective was to analyze the marketing strategies used by the Aguirre Shopping Center in the city of Babahoyo during the period 2023, identifying its effectiveness for the recommendation of strategies that contribute to the sustainability of the company. The case study is based on the inductive method with a descriptive characteristic and with a mixed modality: qualitative - quantitative, since theoretical conclusions are established based on the interview and results of the information collected from the target market are also presented. This research methodology is aimed at establishing the behavior of the variable: marketing strategy. The results showed that the Aguirre Shopping Center has maintained a customer portfolio that has not been evaluated on its level of satisfaction through any formal process and that its main strategies were: good customer service and the use of social networks such as Facebook and Instagram. It was possible to demonstrate the perception of customers on the product variable where 49% stated that it is a factor that should be improved in the company, on the price variable 63% of them think that, if they are competitive in relation to other companies, on the advertising variable 95% of customers do not give importance to these networks because they are not constantly updated and they think that they need to be strengthened. | es_ES |
| dc.description | This case study contextualizes its research in the Aguirre Shopping Center, located in the city of Babahoyo, specifically on the streets of 27 de Mayo between 5 de Junio and García Moreno, dedicated to the sale of household appliances and furniture. For years it has been developing its commercial activity in the midst of a very competitive market environment. The main objective was to analyze the marketing strategies used by the Aguirre Shopping Center in the city of Babahoyo during the period 2023, identifying its effectiveness for the recommendation of strategies that contribute to the sustainability of the company. The case study is based on the inductive method with a descriptive characteristic and with a mixed modality: qualitative - quantitative, since theoretical conclusions are established based on the interview and results of the information collected from the target market are also presented. This research methodology is aimed at establishing the behavior of the variable: marketing strategy. The results showed that the Aguirre Shopping Center has maintained a customer portfolio that has not been evaluated on its level of satisfaction through any formal process and that its main strategies were: good customer service and the use of social networks such as Facebook and Instagram. It was possible to demonstrate the perception of customers on the product variable where 49% stated that it is a factor that should be improved in the company, on the price variable 63% of them think that, if they are competitive in relation to other companies, on the advertising variable 95% of customers do not give importance to these networks because they are not constantly updated and they think that they need to be strengthened. | es_ES |
| dc.description.abstract | El presente estudio de caso contextualiza su investigación en el Centro Comercial Aguirre, ubicado en la ciudad de Babahoyo, específicamente en las calles 27 de Mayo entre 5 de Junio y García Moreno, dedicado a la venta de electrodomésticos y muebles para el hogar. Durante años ha venido desarrollando su actividad comercial en medio de un ambiente muy competitivo del mercado. El objetivo principal consistió en analizar las estrategias de marketing utilizadas por el Centro Comercial Aguirre en la ciudad de Babahoyo durante el periodo 2023, identificando su efectividad para la recomendación de estrategias que contribuyan a la sostenibilidad de la empresa. El estudio de caso se basa en el método inductivo con característica descriptiva y con modalidad mixta: cualitativo – cuantitativo, ya que se establecen conclusiones teóricas en base a la entrevista y también se presentan resultados de la información levantada del mercado objetivo. Esta metodología de investigación se orienta a establecer el comportamiento de la variable: estrategia de marketing. Los resultados evidenciaron que el Centro Comercial Aguirre ha mantenido una cartera de clientes que no ha sido evaluada sobre su nivel de satisfacción mediante algún proceso formal y que sus principales estrategias fueron: un buen servicio al cliente y el uso de redes sociales como Facebook e Instagram. Se pudo evidenciar la percepción de los clientes sobre la variable productos donde el 49% manifestaron que es un factor que se debería mejorar en la empresa, sobre la variable precio el 63% de ellos piensa que, si son competitivos en relación a otras empresas, sobre la variable publicidad el 95% de los clientes no dan importancia a estas redes debido a que no son actualizadas de forma constante y piensan que requieren ser potencializadas. | es_ES |
| dc.format.extent | 44 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2025 | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Centro Comercial Aguirre | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject | Estrategias de marketing | es_ES |
| dc.subject.other | Comercio | es_ES |
| dc.title | Análisis de las estrategias de marketing de la empresa Centro Comercial Aguirre ubicado en la ciudad de Babahoyo en el periodo 2023 | es_ES |
| dc.type | bachelorThesis | es_ES |
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