Análisis sobre la incidencia de las 4ps y las 4cs en las MiPymes de la ciudad de Loja.

The project analyzes the influence of marketing strategies, specifically the 4Ps (Product, Price, Place, Promotion) and the 4Cs (Customer, Cost, Convenience, Communication), on the performance of Micro, Small and Medium Enterprises (MSMEs) in Loja city of Ecuador. The research is based on the need to understand how these strategies impact business development and success in a specific local context. The methodology adopted is exploratory-descriptive in nature. A representative sample of 367 MSMEs in the city was selected, using a quantitative approach for data analysis. Surveys were used as the main data collection tool, and IBM SPSS software was used for the processing and statistical analysis of the data obtained. The results of the study reveal a varied application of marketing strategies in MSMEs. A higher incidence and effectiveness of tactics related to product (24.5%), price (25.6%), promotion (18.5%), cost (16.4%) and convenience (13.3%) is observed. However, aspects such as distribution (place), customer focus and effective communication showed a lower degree of implementation and utilization. This suggests an opportunity for improvement in these areas for MSMEs in the locality of Loja. The research highlights the importance of a comprehensive and adapted understanding of the 4Ps and 4Cs in the context of MSMEs. It is suggested that the balanced and strategic adoption of these practices could lead to significant improvement in sales and business growth. In addition, the need for business education and training in this sector to optimize decision making and the development of effective marketing strategies is emphasized.

• Autore principale: Negrón Guillin, Yelena del Cisne (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2024
• Soggetti: ADMINISTRACION DE EMPRESAS; MARKETING; DESARROLLO EMPRESARIAL; LOJA
• Accesso online: https://dspace.unl.edu.ec/jspui/handle/123456789/28876