Please use this identifier to cite or link to this item: https://repositorio.uleam.edu.ec/handle/123456789/6651
Title: Las estrategias de ventas que usan las ferreterías de Manta.
Authors: Junqui Mieles, Dayana Shenoa
Keywords: FERRETERÍAS
ESTRATEGIAS DE VENTAS
COMPETITIVIDAD
DIGITALIZACIÓN
Issue Date: 2024
Citation: Junqui Mieles, D. S. (2024). Las estrategias de ventas que usan las ferreterías de Manta. (Artículo científico). Universidad Laica Eloy Alfaro de Manabí, Manta, Ecuador.
Series/Report no.: ULEAM-ADM;0454
Abstract: The research analyses the sales strategies implemented by Manta hardware stores to improve their competitiveness in a dynamic market. The importance of sales as the main axis of income generation and the need for effective strategies to attract and retain customers are highlighted. Using a quantitative approach of descriptive scope and crosssectional design, semi-structured interviews were conducted with managers and direct observation at points of sale. The results show that advertising and seasonal promotions are widely used, while social media emerge as key tools, although barriers related to digitalization persist. Customer service is perceived as essential to differentiate, and product variety contributes significantly to increased sales. However, challenges such as high competition, lack of promotion and economic fluctuations affect the profitability of the sector. Although most hardware stores make frequent adjustments to their strategies, a smaller proportion do not, which limits their ability to adapt. It is concluded that Manta hardware stores play a crucial role in the local economy, but face intense competition and external economic challenges. Companies that have adopted innovative practices, such as digitalisation and business alliances, have shown greater resilience and success. Staff training and improved business management are essential to strengthen competitiveness and respond to market demands. The research provides recommendations to optimise business strategies in the local hardware sector.
Description: La investigación tiene por objetivo analizar las estrategias de ventas que implementan las ferreterías de Manta para mejorar su competitividad y adaptarse a las exigencias del mercado local. Se destaca la importancia de las ventas como eje principal de generación de ingresos y la necesidad de estrategias efectivas para atraer y fidelizar clientes. Utilizando un enfoque cuantitativo de alcance descriptivo y diseño transversal, se realizaron encuestas a 71 personas en los puntos de venta, la población del estudio fue de 110 ferreterías.
URI: https://repositorio.uleam.edu.ec/handle/123456789/6651
Appears in Collections:ADMINISTRACIÓN DE EMPRESAS

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