Estrategias de comunicación de almacenes Pycca de la ciudad de Guayaquil durante la crisis sanitaria del Covid-19.
Fecha
2022-03
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
La investigación tiene como objeto conocer cómo influyeron las estrategias de comunicación de almacenes Pycca en la ciudad de Guayaquil, durante la pandemia COVID -19, entre marzo 2020 y abril 2021. La pandemia afectó a muchas empresas y particularmente a Pycca, dedicada a comercializar y vender artículos de hogar, mueblería, decoración, tecnología, entre otros, a nivel nacional. Se evidencia reducción de las ventas en el período de análisis debido al confinamiento por tres meses decretado por el gobierno ecuatoriano, obligando al cierre de puertas y a que la empresa implemente nuevas estrategias de comercialización, que finalmente fue insuficiente para alcanzar niveles de ventas similares a años previos al período citado. En la investigación se aplicó metodología basada en análisis descriptivo y explicativo, bajo enfoque cualitativo, y la técnica utilizada fue la entrevista, realizada a colaboradores de tiendas y personal experto en publicidad de la empresa. También se realizó encuestas a clientes y no clientes de los almacenes. Los resultados identifican razones por las cuales los clientes compran y están agradecidos, entre estas, facilidades de pago y variedad de productos. Por otro lado, las razones por el cual las personas no prefieren comprar se deben a precios y a falta de conocimiento de promociones. De lo analizado, se propone implementar una estrategia comunicacional afectiva para llegar al público de manera directa y emocional, apoyada en el marketing de contenido, que permitan tener mayor acercamiento con clientes y no clientes, logrando mejor conectividad y más alcance con el público objetivo.
The purpose of the research is to know how the communication strategies of Pycca stores in the city of Guayaquil influenced during the COVID -19 pandemic, between March 2020 and April 2021. The pandemic affected many companies and particularly Pycca, dedicated to marketing and selling household goods, furniture, decoration, technology, among others, nationwide. There is evidence of a reduction in sales in the period of analysis due to the three-month confinement decreed by the Ecuadorian government, forcing the closing of doors and the company to implement new marketing strategies, which ultimately was insufficient to reach sales levels similar to years prior to the period mentioned. The research methodology was based on descriptive and explanatory analysis, under a qualitative approach, and the technique used was the interview, carried out with store collaborators and expert personnel in advertising of the company. Surveys were also conducted with customers and non-customers of the stores. The results identify reasons for which customers buy and are grateful, among them, payment facilities and product variety. On the other hand, the reasons why people do not prefer to buy are due to prices and lack of knowledge of promotions. From what has been analyzed, it is proposed to implement an affective communicational strategy to reach the public in a direct and emotional way, supported by content marketing, which will allow a greater approach with customers and non-customers, achieving better connectivity and more reach with the target audience.
The purpose of the research is to know how the communication strategies of Pycca stores in the city of Guayaquil influenced during the COVID -19 pandemic, between March 2020 and April 2021. The pandemic affected many companies and particularly Pycca, dedicated to marketing and selling household goods, furniture, decoration, technology, among others, nationwide. There is evidence of a reduction in sales in the period of analysis due to the three-month confinement decreed by the Ecuadorian government, forcing the closing of doors and the company to implement new marketing strategies, which ultimately was insufficient to reach sales levels similar to years prior to the period mentioned. The research methodology was based on descriptive and explanatory analysis, under a qualitative approach, and the technique used was the interview, carried out with store collaborators and expert personnel in advertising of the company. Surveys were also conducted with customers and non-customers of the stores. The results identify reasons for which customers buy and are grateful, among them, payment facilities and product variety. On the other hand, the reasons why people do not prefer to buy are due to prices and lack of knowledge of promotions. From what has been analyzed, it is proposed to implement an affective communicational strategy to reach the public in a direct and emotional way, supported by content marketing, which will allow a greater approach with customers and non-customers, achieving better connectivity and more reach with the target audience.
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ESTRATEGIAS DE COMUNICACIÓN, CONFINAMIENTO, PANDEMIA, MEDIOS
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