Análisis de estrategias de inbound marketing para incrementar la captación de clientes potenciales de las cafeterías de Guayaquil

Abstract

The present research aims to analyze the impact of an inbound marketing strategy on customer acquisition in Guayaquil's coffee shops. Given the growth of the coffee shop industry and the increasing competition in the market, it is essential for the owners of these establishments to develop effective marketing strategies. The study adopts a descriptive approach and involves conducting interviews with both coffee shop owners and individuals with extensive knowledge of the coffee shop market. The data collection technique includes surveys administered to a sample of 384 people, enabling the quantification of relevant aspects related to consumer profiles and the determination of buyer personas. The results indicate that the majority of coffee shops employ traditional marketing strategies, such as local advertising and in-store promotions.