“Factores determinantes en las ventas de las pymes comerciales del cantón La Maná, 2021.

Currently, La Maná canton is going through a severe economic crisis, aggravated by the pandemic caused in 2020, as well as the lack of jobs for the city inhabitants and the excessive increase in the prices of products and services provided by companies. The present research, denominated "determining factors in the sales of commercial SMEs in La Maná canton, 2021", aims to analyze the determinant factors in the sales of commercial SMEs in the canton La Maná through surveys applied to those involved for their respective analysis. Through a previous diagnosis, it was possible to determine that companies have low customer retention, and the investment in acquiring new users is exorbitant because they seek to find the best attention, variety of products, and affordable prices. The respective analysis permitted the researchers to know that good sales management depends on how owners carry out an adequate administration of sales and encourage consumers to purchase their products. The methodology applied in this research is the theoretical and deductive methods in conjunction with the statistical method by processing the information through the analysis and synthesis of the inquiry and referring to the level, it manages a descriptive focus. The research involved 150 owners of SMEs and 73 consumers of the city to whom a survey was applied through a previously structured and validated instrument. The microenterprises of the canton obtained an unfavorable result in the estimation of the sales force. Consequently, they employ too much money when acquiring new customers, as well as not being able to retain their potential customers due to the lack of strategies in their businesses, so it is recommendable to perform the estimation of the sales force with their respective metrics every year.

• Hlavní autor: López Rodríguez, Evelyn Dayana (author)
• Médium: bachelorThesis
• Jazyk: spa
• Vydáno: 2022
• Témata: ESTIMACIÓN; VENTAS; ESTRATEGIAS; PRECIOS; COMPORTAMIENTO
• On-line přístup: http://repositorio.utc.edu.ec/handle/27000/9115