Diseño de estrategias comerciales, orientadas a los principales factores que inciden en la contratación del servicio de televisión pagada en estudiantes universitarios
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2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Ante un mercado globalizado girando en torno a nuevas tendencias, se identifica un incremento en el consumo del entretenimiento ligado con el concepto de información, donde las empresas deberán identificar factores que inciden en la selección de un producto y/o servicio, lo que esto pudiera significar un cambio en la conducta del consumidor y de la manera que conceptualizan o idealizan el producto/servicio de su preferencia, volviéndose cada vez más exigente y provocando cambios en las estructuras culturales.
El presente estudio de caso busca conocer mediante la herramienta de focus group, los factores que inciden en la contratación de servicio de televisión pagada, relacionada directamente con el sector de telecomunicaciones y entretenimiento, teniendo como elemento principal la creciente preocupación del desinterés de contratación de servicios de televisión o la poca efectividad del cierre de venta por parte de los canales de venta, afectando al % de participación de mercado que ha presentado un decrecimiento en el evolutivo de la empresa de telecomunicaciones de Guayaquil.
Se propone el diseño de estrategias comerciales, para crear diferenciación ante los actuales competidores, enfocada a un nuevo segmento de mercado donde se espera obtener una ventaja sostenible de preferencia en la contratación y liderar en el mercado de telecomunicaciones.
In a globalized market, turning new trends, it identifies an increase in the consumption of entertainment linked with the concept of information, in which the companies should identify the factors that influence in the selection of a product or service what might mean a change in the consumer behavior and in the way they conceptualize or idealize the product or service of his preference, becoming increasingly demanding causing changes in the cultural structures. This investigation seeks to know through focus group tools the facts that affect the hiring of paid TV service, directly related with telecommunications and entertainment sector, having as the main element the growing concern of disinterestedness about hiring television services or the low effectiveness in closing sales by the different sales dealers, affecting the percentage of market share in the evolutionary growth of the telecommunications companies of Guayaquil. It is proposed the design of commercial strategies to create a differentiation against the actual competitors, focused in a new market share hoping to gain a sustainable advantage in hiring and leadership in telecommunications market.
In a globalized market, turning new trends, it identifies an increase in the consumption of entertainment linked with the concept of information, in which the companies should identify the factors that influence in the selection of a product or service what might mean a change in the consumer behavior and in the way they conceptualize or idealize the product or service of his preference, becoming increasingly demanding causing changes in the cultural structures. This investigation seeks to know through focus group tools the facts that affect the hiring of paid TV service, directly related with telecommunications and entertainment sector, having as the main element the growing concern of disinterestedness about hiring television services or the low effectiveness in closing sales by the different sales dealers, affecting the percentage of market share in the evolutionary growth of the telecommunications companies of Guayaquil. It is proposed the design of commercial strategies to create a differentiation against the actual competitors, focused in a new market share hoping to gain a sustainable advantage in hiring and leadership in telecommunications market.
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COMPORTAMIENTO DE CONSUMIDOR, ANÁLISIS DE LOS FACTORES, JÓVENES, TELEVISIÓN PAGADA