Proyecto de investigación diseño de estrategias de marketing para el ginnasio Downtown en la Ciudad de Guayaquil en el Año 2018
Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En el proyecto de investigación, “Diseño de las estrategias del Marketing para el gimnasio DownTown, en la ciudad de Guayaquil, en el año 2018”, se consideró el objetivo de Fundamentar la importancia de las estrategias de Marketing para el crecimiento en ventas y comercialización, evaluar las razones de la selección de determinado gimnasio y plantear las estrategias de Marketing Mix para la captación de clientes. El trabajo se justificó en lo teórico, metodológico y práctico, delimitando el tema al campo del marketing, con el planteamiento de la hipótesis afirmativa. En la investigación se utilizó el método deductivo que va de lo general a lo particular, con el carácter exploratorio, utilizando las técnicas de la encuesta y la entrevista, cuyos instrumentos fueron el cuestionario y la guía de preguntas estructuradas, de acuerdo a las variables de la investigación. La población está representado por el total de Guayaquil urbano 1.985.379 habitantes, tomado de los datos del (INEC, 2018), la que permitió aplicar la fórmula para determinar la muestra de 384 personas encuestadas. Entre los resultados de las encuestas se evidenció que los informantes prefieren un gimnasio que esté ubicado cerca donde viven o trabajan, con una capacidad de pago de $3 diarios o $45 mensual, con preferencia de un horario matutino 6 - 7 a.m. y 6 - 7 p.m., en los que brinden servicios adicionales de venta de ropa deportiva, proteínas y nutricionista. En las entrevistas se observó el profesionalismo de los entrenadores. Al final se estableció las conclusiones y recomendaciones.
In the research project, "Design of marketing strategies for the DownTown gym, in the city of Guayaquil, in the year 2018", the objective of Fundament the importance of Marketing strategies for the growth in sales and marketing was considered , evaluate the reasons for the selection of a certain gym and propose Marketing Mix strategies to attract customers. The work was justified in the theoretical, methodological and practical, delimiting the subject to the field of marketing, with the approach of the affirmative hypothesis. In the research, the deductive method that goes from the general to the particular was used, with the exploratory character, using the techniques of the survey and the interview, whose instruments were the questionnaire and the structured questions guide, according to the variables of the investigation. The population is represented by the total urban Guayaquil 1,985,379 inhabitants, taken from the data of (INEC, 2018), which allowed applying the formula to determine the sample of 384 people surveyed. Among the results of the surveys it was evidenced that the informants prefer a gym that is located near where they live or work, with a capacity of payment of $ 3 per day or $ 45 per month, with preference of a morning schedule 6 - 7 a.m. and 6 - 7 p.m., in which they provide additional services for the sale of sportswear, proteins and nutritionist. In the interviews, the professionalism of the coaches was observed. In the end the conclusions and recommendations were established.
In the research project, "Design of marketing strategies for the DownTown gym, in the city of Guayaquil, in the year 2018", the objective of Fundament the importance of Marketing strategies for the growth in sales and marketing was considered , evaluate the reasons for the selection of a certain gym and propose Marketing Mix strategies to attract customers. The work was justified in the theoretical, methodological and practical, delimiting the subject to the field of marketing, with the approach of the affirmative hypothesis. In the research, the deductive method that goes from the general to the particular was used, with the exploratory character, using the techniques of the survey and the interview, whose instruments were the questionnaire and the structured questions guide, according to the variables of the investigation. The population is represented by the total urban Guayaquil 1,985,379 inhabitants, taken from the data of (INEC, 2018), which allowed applying the formula to determine the sample of 384 people surveyed. Among the results of the surveys it was evidenced that the informants prefer a gym that is located near where they live or work, with a capacity of payment of $ 3 per day or $ 45 per month, with preference of a morning schedule 6 - 7 a.m. and 6 - 7 p.m., in which they provide additional services for the sale of sportswear, proteins and nutritionist. In the interviews, the professionalism of the coaches was observed. In the end the conclusions and recommendations were established.
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Palabras clave
MARKETING MIX, ESTRATEGIAS, COMERCIALIZACIÓN, CLIENTES