Análisis de la escasez de estrategias comerciales en los emprendimientos de Guayaquil

Abstract

The purpose of this research is to analyze the impact of the scarcity of commercial strategies on enterprises in Guayaquil. Given the growth and competition between businesses in the market, it is essential for the owners of these establishments to develop commercial, marketing, and sales strategies. The approach of the study is descriptive and involves conducting interviews with owners with experience in entrepreneurship. The data collection technique includes surveys of a sample of 384 people, which will allow obtaining good results and quantifying relevant aspects related to the buyers' profile and determining customer tastes and preferences. The results indicate that the majority of ventures use marketing, sales and customer service strategies, empirically that they are not well directed to the main objective.