Estrategia de marketing para incrementar la comercialización de la Pañalera Pasitos de Bebes en Leónidas Plaza.

Abstract

The research aimed to identify marketing strategies to increase commercialization at the "Pasitos de Bebés" store, located in Leónidas Plaza, to strengthen its positioning in the local market. A quantitative approach was used, applying surveys to a sample of 69 customers. Data on preferences and consumption behaviors were collected through the Google Forms platform. The results highlighted that price and quality are the main factors influencing purchasing decisions, while volume discounts are the most valued promotions. It was observed that most customers prefer to receive information through Facebook, highlighting the need to strengthen the store's digital presence. A SWOT analysis identified strengths such as the variety of products and personalized service, but also weaknesses such as dependence on external suppliers and a limited inventory. Opportunities include the implementation of digital payment systems and extended business hours, while threats such as competition from large chains and the growth of online commerce present significant challenges. The research underscores the importance of implementing both digital and traditional marketing strategies to increase visibility, attract new customers, and retain existing ones, ensuring the growth and sustainability of the business.