El marketing digital y las estrategias promocionales para los productos originarios de la Cooperativa de Producción Agropecuario Camélidos Andino "COOPROAGROCAN" del Cantón Colta.

ABSTRACT: This research aims to determine how digital marketing influences promotional strategies for products originating from the Andean Camelids Agricultural Production Cooperative "COOPROAGROCAN" in the Colta Canton. Throughout this investigation, digital marketing strategies and promotions that can be implemented in COOPROAGROCAN will be analyzed, such as website creation, presence on social media, and the use of website positioning techniques. The research employed a descriptive and field research methodology, including a survey and interview conducted with a sample of 275 individuals. The gathered information was tabulated to generate tables and statistical graphs, facilitating the extraction of results from the source. The hypothesis posed in the research was verified through the chisquare test, confirming the impact of the dependent variable digital marketing and the independent variable promotional strategies in the Andean Camelids Agricultural Production Cooperative "COOPROAGROCAN" of the Colta Canton. Moreover, the applied field research revealed that the Andean Camelids Agricultural Production Cooperative "COOPROAGROCAN" of the Colta Canton lacks adequate promotional strategies to encourage the public to purchase its products. Consequently, strategies were proposed through the use of social media to achieve successful outcomes and generate higher revenues.

• Hlavní autor: Guamán Basantes, Edgar Alonso (author)
• Médium: bachelorThesis
• Jazyk: spa
• Vydáno: 2024
• Témata: Marketing digital; producción,; redes sociales; estrategias promocionales
• On-line přístup: http://dspace.unach.edu.ec/handle/51000/12894