Análisis de estrategias de marketing relacional dirigidas a personas con necesidades especiales de calzado en Guayaquil, año 2022

Abstract

The current topic about Analysis of relational marketing strategies aimed at people with special footwear needs is the result of multiple inconveniences in foot health, for innumerable cases of patients who require security when walking, which makes necessary the intercession of an organization that offers lower extremity care services. The general objective is to analyze relational marketing strategies aimed at people with special footwear needs, in addition to identifying the psychographic profile of the consumer and examining the perception and demand of potential customers, through relational marketing strategies in the marketing of footwear for people with special needs in Guayaquil. The applied methodology has a qualitative and quantitative approach with the use of a non-experimental, exploratory and descriptive method, where instruments such as observation, surveys and interviews are used, the results achieved allow the actions of a wide and expanding field to be viable due to the existing need, where there is a latent market despite the fact that the product is promoted in different traditional and digital media. In conclusion, the need of footwear for people with special needs has a perception of fidelity and confidence in the development of a health industry that will provide well-being to patients as well as achievable strategic objectives in profitability.