El comercio electrónico como estrategia de venta de productos de la marca ULEAM.

Abstract

The present research work aimed to evaluate the feasibility of selling ULEAM brand souvenirs online in Bahía de Caráquez, Sucre extension, with the goal of analyzing consumer preferences and behaviors when purchasing souvenirs online. The problem addressed is the lack of an online space that allows key stakeholders to identify with the institution to which they belong. To solve this problem, the implementation of a virtual souvenir store with the ULEAM brand was proposed; for this, the site must be attractive and easy to navigate. Qualitative-quantitative techniques were used, applying historical, analytical, and empirical methods, with surveys, interviews, and indirect focus groups as data collection techniques. Detailed information was collected on the perceptions, experiences, and opinions of students, faculty, administrative staff, and alumni who make up the Universidad Laica Eloy Alfaro de Manabí, Sucre extension. The findings revealed a high level of interest among participants in the potential benefits and opportunities it offers, as well as the potential to strengthen ULEAM's brand and generate recognition among students.