Análisis del impacto promocional y comercial en la implementación de estrategias de marketing aplicadas por las tiendas de calzado en el centro y norte de Quito durante los años 2021 – 2022

Abstract

The purpose of this Academic Article is to study the way in which footwear stores carry out their sales strategies, and the way in which they promote and make themselves known to costumers; as well as, knowing the brands, models of footwear and the behavior and preferences of buyers. For this study, the exploratory and conclusive methodology was used, which allowed to obtain statistical data through secondary sources, the geolocation method was also used; through which, it was possible to go to specific area of the city, in this case the central and northern sectors of Quito. The observation method was used since it is a more appropriate way to obtain the information needed, by emphasizing the different options that both costumers and footwear stores have. To obtain information, the data collection technique was used, through surveys directed at footwear stores and costumers, through which the marketing strategies implemented by footwear stores were measured; as well as, the consumption behavior of costumers was measured. Once the data was collected they were tabulated in an Excel sheet, which made it possible to create data tables, graphs and analyze the collected information.