Análisis de las estrategias de ventas de los locales de autoservicio en el sector Iñaquito, al norte de la ciudad de Quito en el año 2023

Abstract

In 2014, Ecuador began to face a crisis with the reduction of export income and the drop in the price of oil. In 2019, the economic measures implemented by Lenin Moreno triggered a National Strike, negatively affecting economic growth. The situation worsened in 2020 with the pandemic, which destroyed jobs and reduced income. In 2022, the war between Russia and Ukraine further worsened the country's economic situation. Finally, in 2023, Ecuador faced an internal crisis with political events such as early elections, new cases of corruption, the inflationary effect, historical debts, and the assassination of a presidential candidate, exacerbating the economic situation and increasing the prices of several products. This academic article uses a mixed approach, combining quantitative and qualitative data to achieve a deeper understanding of the phenomenon of interest, which would not be possible with a single approach. This combination allows a holistic analysis of sales strategies in self-service stores in the Iñaquito sector, Quito, combining statistical studies and structured interviews. An exploratory descriptive methodology is used to understand the situational context, collecting and synthesizing data to describe the explored context. Allowing to describe the characteristics and effectiveness of selfservice sales strategies, exploring factors that influence price variation and service quality. The study population includes the inhabitants of the Iñaquito sector, with a population projection of 51,385 individuals for 2021, based on the 2010 INEC census. This projection guarantees greater accuracy in the dimensions of the sample and the study. The findings in the self-service establishments of Iñaquito show that they have adopted sales strategies such as weekly promotions, discounts, tastings, personalized services and reward programs, which have been effective according to managers, increasing sales and loyalty. However, external factors such as high competitiveness and cost fluctuations have negatively affected it. The main challenges are high competition, inflation and operating cost management. Opportunities to optimize services, increase sales and improve consumer satisfaction include local production, expansion in cyberspace through information and communication technologies, improving digital marketing and maintaining continuous synchronization of the various channels of action.