Estrategias promocionales para la captación de clientes de la Cooperativa de Ahorro y Crédito María Inmaculada Ltda.

Promotional strategies are a means of attracting new customers and retaining existing ones. Institutions use various promotional strategies at times to gain greater market share which in turn leads to profit which is the sole objective of the companies. The cooperative sector in Ecuador operates with great competition, which makes companies adopt the best promotional strategies to remain in the competitive market. The study is aimed at determining the relationship between promotional strategies and customer acquisition of Cooperativa de Ahorro y Crédito María Inmaculada Ltda., an explanatory and descriptive research design was used. The data were collected through questionnairesstructured by a five-point Likert scale in the rating of various responses and were analyzed using the SPSS statistical package. Descriptive analysis was carried out to show the distribution of frequencies, cross tables and percentage results. The results indicate four promotional strategies: television advertising, internet advertising, radio advertising, and sales promotion are implemented by the Cooperative andare related to customer acquisition. These strategies have made it possible to keep its clients, as well as attract new ones to the institution.

• المؤلف الرئيسي: Silva Barragán, Sandra Aracely (author)
• التنسيق: bachelorThesis
• اللغة: spa
• منشور في: 2022
• الموضوعات: Estrategia; Promoción; Cooperativa; Publicidad; Venta personal; Marketing
• الوصول للمادة أونلاين: http://dspace.unach.edu.ec/handle/51000/8630