Factores que inciden en la intención de compra de productos de acero para la construcción en KUBIEC MACHALA.

Abstract

This study is aimed at identifying the factors that influence the intention to purchase steel products for construction in the company KUBIEC MACHALA, based on the importance of recognizing them to design strategies that make it possible to increase income. Data collection based on this objective involved a methodology based on a mixed approach, both qualitative and quantitative, as well as a descriptive, non-experimental and documentary type of research, under the analytical and synthetic method. The findings were obtained from surveys and interviews applied to customers dedicated to the sale of hardware wholesale and retail, being able to identify that the market is highly competitive and there is strong rivalry in the industry, especially in prices, in addition to the factors that affect the purchase. They correspond to the supplier's stock, delivery time and prices, which KUBIEC cannot fully cover and require improvement. In addition, the promotion of its products and the loyalty of its customers is scarce, presenting for this purpose a proposal composed of four blocks of strategies that arise from the marketing mix, considering product, price, place and promotion, giving a result of ten strategies that go from improving the business image to a digital campaign to promote recycling, which would help improve customer attraction and retention, translating into higher revenue. The proposal requires an investment of USD 13,200, yielding positive results from the feasibility analysis.