Análisis de las estrategias del marketing mix de los almacenes comerciales de artículos de fiesta y su influencia en el comportamiento de compra de los consumidores del sector norte de la ciudad de Guayaquil.

Abstract

The commercial stores of party items implement marketing mix strategies to retain customers and to be recognized in the market; some owners of stores in the northern sector of the city of Guayaquil indicated that their sales increase by 20% during holidays. Most of the frequent buyers are women between 15 and 35 years of age, who carry out up to 5 children parties per year. It is important of the application of marketing mix strategies for party items commercial stores, which add value to the customer, being price one of the most attractive variables for the consumer.