Gestión de ventas en el Comercial Escobar de la ciudad de Vinces en el periodo 2023.

The document “Sales Management at Commercial Escobar in the City of Vinces during the 2023 Period” provides a comprehensive analysis of the factors that have contributed to declining sales at this retail establishment. Despite offering high-quality and diverse products, the study identifies critical shortcomings in pricing strategies, customer service, product availability, and promotional effectiveness. These weaknesses have a negative impact on customer satisfaction and, consequently, on the company’s financial performance. The research is based on a mixed-methods approach, combining qualitative interviews with the manager and quantitative surveys conducted with 348 customers, which allowed for a complete understanding of the issues at hand. The analysis shows that intense market competition, coupled with an inadequate digital marketing strategy and ineffective after-sales service, exacerbates the situation and threatens the long-term viability of Commercial Escobar. Key recommendations include improving inventory management, optimizing customer service processes, and designing more effective promotional campaigns supported by technological tools and data analysis. Additionally, the study suggests implementing customer loyalty strategies and investing in staff training to enhance customer relationships. Overall, the document argues that adopting an integrated sales management improvement plan could reverse the downward trend and enable the company to remain competitive in the local market.

• Main Author: Moreira Morante, Roxana Alexandra (author)
• Format: bachelorThesis
• Published: 2025
• Subjects: Gestión de ventas; Atención al cliente; Promociones; Competencia; Fidelización; Comercio
• Online Access: http://dspace.utb.edu.ec/handle/49000/18143