Estrategias De Marketing Digital Para Automotriz Andaluz Ubicada En La Ciudad De Guayaquil
Fecha
2022-04
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Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
La presente investigación tiene como objetivo general definir estrategias del marketing digital
con el propósito de implementar para mejorar el volumen de ventas de Automotriz Andaluz
ubicada en la ciudad de Guayaquil. Para tal efecto, se implementó una metodología cualicuantitativa
de campo de tipo descriptivo y explicativo. La población considerada fueron los 2.7
millones de propietarios de vehículos en el país, entre livianos, SUV, pesados y comerciales de
acuerdo con AEADE reportados hasta noviembre del 2021. En lo referente a la definición de la
muestra, se aplicó la técnica de muestreo aleatorio simple, cuyos resultados fueron de 384
personas, a quienes se les aplicó una encuesta a través de un cuestionario de 18 preguntas cerradas
con opción múltiple, utilizando la plataforma Google Forms para mayor facilidad de los mismos.
Mientras que, para las entrevistas, se aplicó la técnica de muestreo no probabilístico por
conveniencia que, para tal efecto, se seleccionaron 5 expertos en Marketing Digital, a quienes se
les aplicó un cuestionario de preguntas de tipo abierto, dándoles la facilidad para que respondan a
los temas referentes a la problemática de la investigación. Los hallazgos demostraron que, dentro
de las estrategias de marketing tradicional que capta la mayor atención en los encuestados están
las promociones y los descuentos. Además, los espacios de mayor acogida son las redes sociales,
siendo las de mayor peso son Facebook e Instagram. Finalmente, se diseñaron las respectivas
estrategias digitales de mayor eficiencia, que van acorde a lo indicado por los potenciales clientes
y expertos.
The general objective of this research is to define digital marketing strategies with the purpose of implementing to improve the sales volume of Automotriz Andaluz located in the city of Guayaquil. For this purpose, a descriptive and explanatory qualitative-quantitative field methodology was implemented. The population considered was the 2.7 million owners of vehicles in the country, between light, SUV, heavy and commercial according to AEADE reported until November 2021. Regarding the definition of the sample, the random sampling technique was applied. Simple, whose results were 384 people, to whom a survey was applied through a questionnaire of 18 closed questions with multiple choice, using the Google Forms platform for greater ease of the same. While, for the interviews, the non-probabilistic convenience sampling technique was applied, for this purpose, 5 experts in Digital Marketing were selected, to whom an open-type questionnaire of questions was applied, giving them the facility to respond. to the topics related to the research problem. The findings showed that promotions and discounts are among the traditional marketing strategies that capture the most attention in the respondents. In addition, the most popular spaces are social networks, the most important being Facebook and Instagram. Finally, the respective digital strategies of greater efficiency were designed, which are in accordance with what was indicated by potential clients and experts.
The general objective of this research is to define digital marketing strategies with the purpose of implementing to improve the sales volume of Automotriz Andaluz located in the city of Guayaquil. For this purpose, a descriptive and explanatory qualitative-quantitative field methodology was implemented. The population considered was the 2.7 million owners of vehicles in the country, between light, SUV, heavy and commercial according to AEADE reported until November 2021. Regarding the definition of the sample, the random sampling technique was applied. Simple, whose results were 384 people, to whom a survey was applied through a questionnaire of 18 closed questions with multiple choice, using the Google Forms platform for greater ease of the same. While, for the interviews, the non-probabilistic convenience sampling technique was applied, for this purpose, 5 experts in Digital Marketing were selected, to whom an open-type questionnaire of questions was applied, giving them the facility to respond. to the topics related to the research problem. The findings showed that promotions and discounts are among the traditional marketing strategies that capture the most attention in the respondents. In addition, the most popular spaces are social networks, the most important being Facebook and Instagram. Finally, the respective digital strategies of greater efficiency were designed, which are in accordance with what was indicated by potential clients and experts.
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Palabras clave
ESTRATEGIA DE MARKETING EN REDES SOCIALES, COMPETITIVIDAD DE MICROEMPRESAS
Citación
APA