Estrategias de comercialización y su incidencia en las ventas de los comerciantes formales de la calle Alajuela del cantón Portoviejo

Abstract

The present research aimed to determine the incidence of marketing strategies on the sales of merchants on Alajuela Street in the Portoviejo canton, for which the definition of the two variables of the study was first based theoretically and according to different and well-known authors; then the most appropriate marketing strategies were identified to strengthen the sales levels of the merchants of alajuela street in Portoviejo, the behavior of the sales made by the formal merchants of Alajuela street in Portoviejo was described and finally to propose a technical solution to favor the sales of the merchants of Alajuela street in Portoviejo. The research was mixed, being its design non-experimental, the population investigated were the formal merchants located in the street Alajuela of canton Portoviejo, population of which a sample was obtained to which a survey was applied with closed questions, whose results were exposed in tables and statistical graphs, on the basis of which it was concluded that the majority of the merchants of the street Alajuela do not know about strategies of commercialization, which is a consequence of limited training processes; however, when detailing a list of strategies, it was noted that as main strategies they offer gifts for each sale and also advertise on social networks.