Estrategia de marketing de la tienda de maquillaje y accesorios Libélula del cantón Durán periodo 2021.

The purpose of this case study is to investigate marketing strategies to help improve sales of the LIBELULA makeup store, located in the Duran canton, which is dedicated to the sale of beauty products for women, hair and skin care products. It has a small hierarchical structure to develop its activities. With the importance of marketing strategies, we seek to improve negative aspects of the company, for the welfare and satisfaction of customers, opt to get their loyalty and to expand the customer base of the store to achieve better profitability in the microenterprise. With times of constant changes, it is necessary to prepare and investigate the best options for the growth of the company, that is why the main objective is to analyze the marketing strategies implemented by the makeup and accessories store "Libelula". The methodology applied is qualitative, which allows observing the consumer's behavior at the moment of acquiring a product from the store and if it satisfies their needs, reinforcing the collection of this data with surveys focused on customers and an interview dedicated to the owner of the store. To this we add the theoretical foundations obtained from documents or websites that give the truthful support on what is marketing and its strategies, the same that are investigated thoroughly to develop the research in depth and give a possible suggestion to solve the problems of the store "Dragonfly", get the loyalty of its customers and improve the influx of their products.

• 1. Verfasser: Miranda Anchundia, Damaris Elizabeth (author)
• Format: bachelorThesis
• Veröffentlicht: 2022
• Schlagworte: Marketing; Estrategias; Fidelización; Clientes
• Online Zugang: http://dspace.utb.edu.ec/handle/49000/12598