Estudio socioeconómico de los vendedores y satisfacción de los usuarios de las ferias libres, como canal tradicional de comercialización en la ciudad de Macará, año 2023
The free fair as a traditional marketing channel consists of the direct sale of agricultural products, handicrafts and mass consumption, from producers or retailers, to users, in addition, it is characterized by its periodicity, taking place weekly or fortnightly, it is located in public spaces, whi...
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| Aineistotyyppi: | bachelorThesis |
| Kieli: | spa |
| Julkaistu: |
2024
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| Aiheet: | |
| Linkit: | https://dspace.unl.edu.ec/jspui/handle/123456789/30404 |
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Lisää tagi | Yhteenveto: | The free fair as a traditional marketing channel consists of the direct sale of agricultural products, handicrafts and mass consumption, from producers or retailers, to users, in addition, it is characterized by its periodicity, taking place weekly or fortnightly, it is located in public spaces, which are attended by the locality, offering fresh products at low prices, however, they face challenges due to the presence of informal vendors and lack of infrastructure in the space. Thus, the objective of this research was to determine the socioeconomic level of the vendors and the level of satisfaction of the users of the free fairs as a traditional marketing channel in the city of Macará, year 2023. For which a mixed methodology was used, combining quantitative and qualitative data, as well as the inductive - deductive method, with the type of documentary, exploratory and descriptive research, through the application of techniques such as surveys and interviews, using questionnaire instruments, Google Form and SPSS, using the model of service quality dimensions described by Hayes to determine satisfaction and the dimensions exposed by INEC in the survey of stratification of the socioeconomic level. Thus, the results show that vendors are categorized as medium and low economic level due to the income they receive, with which they only manage to cover their basic needs and those of their families, while users express a high level of satisfaction, based on the 35 indicators applied, where 28 of them agreed with what was stated, 3 were indifferent and 4 disagreed. In conclusion, it is necessary for the responsible party to apply the improvement plan proposal, in order to guarantee the absolute satisfaction of the users when attending the free fair. |
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