Diseño de estrategias de comercialización y atención al cliente en el mercado “Las Manuelas”, cantón Durán- Provincia del Guayas
Fecha
2020
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Universidad de Guayaquil Facultad de Ciencias Administración
Resumen
En la actualidad se ha producido cambios en el comportamiento de compras de los clientes,
generando nuevos estilos de vida y necesidades, los comerciantes del mercado no han logrado
adaptarse a los cambios que los clientes han ido desarrollando con el tiempo ya sea por precios, falta
de publicidad, promoción y la ausencia de servicios. El presente estudio tiene como objetivo general
diseñar estrategias de comercialización que les permita a los comerciantes mejorar su atención al
cliente, pese que el mercado “Las Manuelas” tiene una infraestructura moderna existen varios
problemas por los cuales el comprador no se siente satisfecho, generando malestar, bajo tráfico de
clientes y por ende baja rentabilidad para sus comerciantes. Para diseñar las estrategias se realizó el
levantamiento de campo mediante técnicas de recolección de datos: entrevistas semiestructurada y
encuestas con preguntas cerradas realizada a 384 clientes. La investigación concluyó en proponer
estrategias claves que ayuden a la comercialización y permita brindar servicios de excelencia en
atención al cliente, especializando al mercado en la venta de variedades de productos frescos y
diferenciándolo con la incorporación de calidad en servicios adicionales.
At present there have been changes in the purchasing behavior of customers, generating new lifestyles and needs, market traders have not managed to adapt to the changes that customers have been developing over time either due to prices, lack of advertising, promotion and the absence of services. The purpose of this study is to design marketing strategies that allow to merchants to improve their customer service, although the market "Las Manuelas" has a modern infrastructure there are several problems for which the consumer doesn´t feel satisfied, causing discomfort, low customer traffic and therefore low profitability for its merchants. To design the strategies, the survey at market was carried out through data collection techniques: semi-structured interviews and surveys with closed questions made to 384 clients. The investigation concluded to propose some key strategies that help to the commercialization and allow offering services of excellence in attention to the client, specializing to the market in the sale of varieties of fresh products and differentiating it with the incorporation of quality in additional services
At present there have been changes in the purchasing behavior of customers, generating new lifestyles and needs, market traders have not managed to adapt to the changes that customers have been developing over time either due to prices, lack of advertising, promotion and the absence of services. The purpose of this study is to design marketing strategies that allow to merchants to improve their customer service, although the market "Las Manuelas" has a modern infrastructure there are several problems for which the consumer doesn´t feel satisfied, causing discomfort, low customer traffic and therefore low profitability for its merchants. To design the strategies, the survey at market was carried out through data collection techniques: semi-structured interviews and surveys with closed questions made to 384 clients. The investigation concluded to propose some key strategies that help to the commercialization and allow offering services of excellence in attention to the client, specializing to the market in the sale of varieties of fresh products and differentiating it with the incorporation of quality in additional services
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ESTRATEGIAS DECOMERCIALIZACIÓN, AENCION AL CLIENTE, CALIDAD, MERCADO