Plan de promoción y publicidad para incrementar la participación del banco solidario en el mercado financiero de la ciudad de Quevedo, año 2015.
The study was conducted in the canton Quevedo, province of Los Ríos, for Banco Solidario, located on October 7th streets, between 11th and 12th, with the purpose of the plan of promotion and publicity to increase the participation of the Bank in the financial market of the city of Quevedo in 2015. R...
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| Format: | bachelorThesis |
| Language: | spa |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://repositorio.uteq.edu.ec/handle/43000/1524 |
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Add Tag | Summary: | The study was conducted in the canton Quevedo, province of Los Ríos, for Banco Solidario, located on October 7th streets, between 11th and 12th, with the purpose of the plan of promotion and publicity to increase the participation of the Bank in the financial market of the city of Quevedo in 2015. Ran a market research in the sector is located where the financial institution, to effect a field study, was implemented through 382 surveys and interview to the target segment, in order to collect information focused on the objectives of the present study. The financial institution has reflected a poor promotion of his product Star (microenterprise credit), potential customers are unaware of all the virtues and benefits of the financing provided by "Banco Solidario", being reflected in that they do not go as expected to request and receive micro-credits. Ignorance of the microentrepreneurs in relation to the characteristics of the loans provided by the aforementioned institution, leads to them to go to other financial institutions, and even private moneylenders who largely increase to credit, hindering the fulfilment of these obligations. The purpose of this study is to introduce you to the target population of the canton Quevedo, financial products that offer Banco Solidario, through efficient promotional strategies and advertising. The purpose is to attract new customers that contribute to the growth of the Bank in the sector. It is important that new forms are implemented to attract clientele, more than cordial attention, it is necessary to apply seductive promotions that attract more lenders, including: gifts, surprises, best interests, among other attractive aspects that motivate the population to select and purchase our microcredit. |
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