Las estrategias de ventas que usan las ferreterías de Manta.

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.