Impacto de los precios elevados de ciertos productos en la satisfacción del cliente en la Empresa Dismero S.A., periodo 2023.
| dc.contributor.advisor | Carrasco Echeverria, Gina Maribel | |
| dc.contributor.author | Sánchez Castañeda, Cristel Odalis | |
| dc.date.accessioned | 2025-05-03T00:17:27Z | |
| dc.date.available | 2025-05-03T00:17:27Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18179 | |
| dc.description | This research evaluates the impact of high prices on customer satisfaction in Dismero S.A., a company that has operated in Babahoyo since 2005 and has four branches. Using a mixed-method study that surveyed 266 customers, conducted interviews with staff members, and conducted direct observations, a distinctive segmentation in price perception was noted among various socioeconomic levels of consumers. The analysis indicates that 41% of customers have difficulties accessing moderately priced products. However, there appears to be more stable demands for premium products. When examining the competition, it was evident that they had some price differences that were more than $0.08 and $0.25 above the market, especially on fast-moving items such as Maggi mayonnaise, Valdez sugar, Cocinero oil and various other necessities such as rice and beans. This case study indicates that 45% of participants stated that they cannot actively adapt to new market needs, therefore the strategies associated with these market-driven price levels and promotions must also change. However, the company continues to set higher standards when it comes to operational maintenance of cleanliness, order, stock availability, customer service and courteous treatment. | es_ES |
| dc.description | This research evaluates the impact of high prices on customer satisfaction in Dismero S.A., a company that has operated in Babahoyo since 2005 and has four branches. Using a mixed-method study that surveyed 266 customers, conducted interviews with staff members, and conducted direct observations, a distinctive segmentation in price perception was noted among various socioeconomic levels of consumers. The analysis indicates that 41% of customers have difficulties accessing moderately priced products. However, there appears to be more stable demands for premium products. When examining the competition, it was evident that they had some price differences that were more than $0.08 and $0.25 above the market, especially on fast-moving items such as Maggi mayonnaise, Valdez sugar, Cocinero oil and various other necessities such as rice and beans. This case study indicates that 45% of participants stated that they cannot actively adapt to new market needs, therefore the strategies associated with these market-driven price levels and promotions must also change. However, the company continues to set higher standards when it comes to operational maintenance of cleanliness, order, stock availability, customer service and courteous treatment. | es_ES |
| dc.description.abstract | Esta investigación evalúa el impacto de los precios altos en la satisfacción del cliente en Dismero S.A., una empresa que opera en Babahoyo desde 2005 y que tiene cuatro sucursales. Con un estudio de método mixto que aplicó encuestas a 266 clientes, realizó entrevistas a miembros del personal y llevó a cabo observaciones directas, se notó una segmentación distintiva en la percepción del precio entre los diversos niveles socioeconómicos de los consumidores. Él análisis indica que el 41% de los clientes tiene dificultades para acceder a productos de precio moderado. Sin embargo, parece haber demandas más estables para productos premium. Al examinar la competencia, se evidencio que tenían algunas diferencias de precios que eran más de $0.08 y $0.25 por encima del mercado, especialmente en artículos de rápida rotación como mayonesa de Maggi, azúcar Valdez, aceite Cocinero y diversas otras necesidades como arroz y frijoles. Este estudio de caso indica que el 45% de los participantes afirmaron que no pueden adaptarse activamente a las nuevas necesidades del mercado, por lo tanto, las estrategias asociadas a estos niveles de precios y promociones impulsadas por el mercado también deben cambiar. No obstante, la empresa continúa estableciendo estándares superiores en lo que respecta al mantenimiento operativo de limpieza, orden, disponibilidad de stock, atención al cliente y trato cortés. | es_ES |
| dc.format.extent | 56 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 | Satisfacción del cliente | es_ES |
| dc.subject | Segmentación socioeconómica | es_ES |
| dc.subject | Precios competitivos | es_ES |
| dc.subject | Productos premium | es_ES |
| dc.subject | Rotación de productos | es_ES |
| dc.subject.other | Comercio | es_ES |
| dc.title | Impacto de los precios elevados de ciertos productos en la satisfacción del cliente en la Empresa Dismero S.A., periodo 2023. | es_ES |
| dc.type | bachelorThesis | es_ES |
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