Investigación de mercado de la venta ambulante: sector santiaguito roldós e identificación de oportunidades de mejora, año 2021.
Fecha
2021
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Editor
Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
El presente trabajo de titulación está enfocado en la realización de una investigación de mercado
de la venta ambulante en el sector Coop. Santiaguito Roldós de la ciudad de Guayaquil, ya que
representa una temática social muy importante hoy en día, por el porcentaje de población inmersa
en el comercio informal. En relación a la metodología empleada: el enfoque de la investigación es
cuantitativo, el alcance de la investigación es exploratorio y descriptivo, y su diseño es no
experimental. Se empleó la encuesta como herramienta de recopilación de datos y el instrumento
elegido fue un cuestionario que contenía 20 preguntas dirigido directamente a una muestra de 84
vendedores. Los resultados obtenidos fueron favorables, donde se determinó predisposición de la población objetivo para el cambio y con base a los mismos, en la propuesta, se diseñó una campaña de marketing social, ya que se identificó como la oportunidad de mejora más adecuada y viable para mejorar la situación de los vendedores ambulantes del sector.
This degree work is focused on conducting market research on street vending in the sector Coop. Santiaguito Roldós from the city of Guayaquil, since it represents a very important social issue today, due to the percentage of the population immersed in informal commerce. In relation to the methodology used: the research approach is quantitative, the scope of the research is exploratory and descriptive, and its design is non-experimental. The survey was used as a data collection tool and the chosen instrument was a questionnaire containing 20 questions directed directly to a sample of 84 vendors. The results obtained were favorable, where the predisposition of the target population for change was determined and based on them, in the proposal, a social marketing campaign was designed, since it was identified as the most appropriate and viable improvement opportunity for improve the situation of street vendors in the sector.
This degree work is focused on conducting market research on street vending in the sector Coop. Santiaguito Roldós from the city of Guayaquil, since it represents a very important social issue today, due to the percentage of the population immersed in informal commerce. In relation to the methodology used: the research approach is quantitative, the scope of the research is exploratory and descriptive, and its design is non-experimental. The survey was used as a data collection tool and the chosen instrument was a questionnaire containing 20 questions directed directly to a sample of 84 vendors. The results obtained were favorable, where the predisposition of the target population for change was determined and based on them, in the proposal, a social marketing campaign was designed, since it was identified as the most appropriate and viable improvement opportunity for improve the situation of street vendors in the sector.
Descripción
Palabras clave
INVESTIGACIÓN DE MERCADO, VENTA AMBULANTE, MARKETING SOCIAL, ENFOQUE CUANTITATIVO