Estrategias de comunicación para mejorar la imagen del mercado de mariscos en la ciudad de Babahoyo
| dc.contributor.advisor | Flores, Maria Teresa | |
| dc.contributor.author | Aguilera Cadena, Naydelin Andrea | |
| dc.contributor.author | Varas Canto, Elvis Darío | |
| dc.date.accessioned | 2025-05-05T20:54:06Z | |
| dc.date.available | 2025-05-05T20:54:06Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18188 | |
| dc.description | The present research project aims to design communication and marketing strategies to improve the image of the Seafood Market in the city of Babahoyo, to improve the local economy. Currently, markets and companies must adapt, leaving behind traditional marketing and allowing the passage to new digital marketing strategies, to be competitive and not disappear. This study focuses on effectively giving visibility to the Market by using marketing strategies according to the needs it presents. The analysis used a mixed approach, data collection tools such as an observation sheet, interviews with experts and a survey of the population were used to identify the perception that the consumer has about the market. The aim is to achieve an increase in the influx to the Market using new technologies and digital marketing on platforms such as social networks among others. This project is relevant because the Seafood Market is part of a heritage that is rooted and enriched in culture, local gastronomy and people willing to serve, as well as influencing the lives of local merchants and fishermen who generate a movement in the city's economy, which will benefit many people. | es_ES |
| dc.description | The present research project aims to design communication and marketing strategies to improve the image of the Seafood Market in the city of Babahoyo, to improve the local economy. Currently, markets and companies must adapt, leaving behind traditional marketing and allowing the passage to new digital marketing strategies, to be competitive and not disappear. This study focuses on effectively giving visibility to the Market by using marketing strategies according to the needs it presents. The analysis used a mixed approach, data collection tools such as an observation sheet, interviews with experts and a survey of the population were used to identify the perception that the consumer has about the market. The aim is to achieve an increase in the influx to the Market using new technologies and digital marketing on platforms such as social networks among others. This project is relevant because the Seafood Market is part of a heritage that is rooted and enriched in culture, local gastronomy and people willing to serve, as well as influencing the lives of local merchants and fishermen who generate a movement in the city's economy, which will benefit many people. | es_ES |
| dc.description.abstract | El presente proyecto de investigación tiene como objetivo diseñar estrategias de comunicación y marketing para el mejoramiento de la imagen del Mercado de Mariscos en la ciudad de Babahoyo, para mejorar la economía local. Actualmente los mercados y empresas se deben adaptar, dejando atrás el marketing tradicional y permitir el paso a las nuevas estrategias digitales de marketing, para ser competitivos y no desaparecer. Este estudio se enfoca en dar visibilidad de manera efectiva al Mercado al emplear estrategias de marketing de acuerdo a las necesidades que presenta. El análisis utilizó un enfoque mixto, se emplearon herramientas de recopilación de datos como ficha de observación, entrevistas a expertos y una encuesta a la población para poder identificar la percepción que tiene el consumidor sobre el mercado. Se pretende lograr un aumento de la afluencia al Mercado utilizando las nuevas tecnologías y el marketing digital en plataformas como redes sociales entre otras. Este proyecto tiene relevancia porque el Mercado de Mariscos forma parte de un patrimonio que se arraiga y enriquece en cultura, gastronomía local y gente dispuesta a servir, así como también influye en la vida comerciantes y pescadores locales que generan un movimiento en la economía de la ciudad, lo que beneficiará a muchas personas. | es_ES |
| dc.format.extent | 81p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 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 | Marketing | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.subject | Posicionamiento | es_ES |
| dc.title | Estrategias de comunicación para mejorar la imagen del mercado de mariscos en la ciudad de Babahoyo | es_ES |
| dc.type | bachelorThesis | es_ES |
Files in this item
This item appears in the following Collection(s)
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 3.0 United States