Impacto de los precios elevados de ciertos productos en la satisfacción del cliente en la Empresa Dismero S.A., periodo 2023.

This research evaluates the impact of high prices on customer satisfaction in Dismero S.A., a company that has operated in Babahoyo since 2005 and has four branches. Using a mixed-method study that surveyed 266 customers, conducted interviews with staff members, and conducted direct observations, a distinctive segmentation in price perception was noted among various socioeconomic levels of consumers. The analysis indicates that 41% of customers have difficulties accessing moderately priced products. However, there appears to be more stable demands for premium products. When examining the competition, it was evident that they had some price differences that were more than $0.08 and $0.25 above the market, especially on fast-moving items such as Maggi mayonnaise, Valdez sugar, Cocinero oil and various other necessities such as rice and beans. This case study indicates that 45% of participants stated that they cannot actively adapt to new market needs, therefore the strategies associated with these market-driven price levels and promotions must also change. However, the company continues to set higher standards when it comes to operational maintenance of cleanliness, order, stock availability, customer service and courteous treatment.

• Autor Principal: Sánchez Castañeda, Cristel Odalis (author)
• Formato: bachelorThesis
• Publicado: 2025
• Subjects: Satisfacción del cliente; Segmentación socioeconómica; Precios competitivos; Productos premium; Rotación de productos; Comercio
• Acceso en liña: http://dspace.utb.edu.ec/handle/49000/18179