Análisis de las estrategias de marketing para potenciar las ventas de bisutería en la ciudad de Guayaquil

Abstract

Marketing strategies allow to establish opportunities for growth in business, as it creates the order and planning necessary to achieve sales goals. The general objective of this article is to carry out an analysis of marketing strategies to boost sales of costume jewelry in Guayaquil, identifying these strategies and their impact on the scope of activity. The research methodology used was mixed, With descriptive scope, it was based on the analysis of in-depth interviews with three marketing experts and three jewelry business owners, in order to know their perceptions and experiences on the subject; In addition, 386 surveys were applied to customers who buy jewelry accessories.