Los Sistemas Digitales y la Comercialización del Segmento Calzado en el Cantón Guano
ABSTRACT: The present research work entitled "Digital Systems and the Marketing of the Footwear Segment in Guano Canton" addresses the problem of the lack of adoption of digital systems and the lack of innovation and collaboration among producers. To address this issue, it is necessary for...
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| Format: | bachelorThesis |
| Jezik: | spa |
| Izdano: |
2024
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| Teme: | |
| Online dostop: | http://dspace.unach.edu.ec/handle/51000/12883 |
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Označite | Izvleček: | ABSTRACT: The present research work entitled "Digital Systems and the Marketing of the Footwear Segment in Guano Canton" addresses the problem of the lack of adoption of digital systems and the lack of innovation and collaboration among producers. To address this issue, it is necessary for producers to adopt digital platforms for the dissemination and commercialization of their products, as well as to receive further training in techniques for high-quality footwear production and design. The objective of this research is to diagnose the situational state of digital systems in the marketing of the footwear segment in Guano Canton, describe digital systems in the marketing of the footwear segment in Guano Canton, and propose digital system strategies to improve footwear marketing in Guano. Guano Canton has various local businesses dedicated to the marketing of the footwear segment. In general, it is evident that they do not have adequate digital systems to enhance marketing. Approximately 15% of the total lack proper management of digital tools. The population in this research work consists of 24 footwear enterprises. Surveys were conducted with these 24 enterprises to collect data for more precise analysis. Upon testing the hypothesis, it is concluded that the alternative hypothesis is accepted, and the null hypothesis is rejected. This means that digital systems influence the marketing of the footwear segment in Guano Canton. Strategies have been proposed to improve the quality of service in footwear establishments. Effective implementation of these key points will facilitate the achievement of the proposed objectives, significantly contributing to the improvement of customer service. It is worth noting that this proposal is flexible and can be adjusted to the needs of footwear enterprises. Keywords: digital systems, marketing, customers, footwear, marketing. |
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