Análisis de estrategias de posicionamiento de mercado aplicado a Boutiques de prendas de vestir en Guayaquil

Abstract

Positioning strategies are fundamental in the survival of enterprises such as clothing boutiques in the city of Guayaquil. This article seeks to analyze the positioning and promotion strategies currently used in this line of business. The research is descriptive using the qualitative method and having as its main data collection tools the survey of potential customers and the interview of boutique owners, among the main findings of the research we can mention that positioning strategies focused on quality and price remain the main strategies of this business.