Diseño de estrategias para el desarrollo de mercado de la empresa Sovrano en la provincia de los Ríos.

Abstract

In the last 15 years the production of clothing has doubled due to the great demand that currently exists for it and the increase of the middle class which has led to create an increase in sales, which means that as long as there is a demand for these products that satisfy a need for human beings, this will continue to expand. In addition, this research work seeks to demonstrate the strategies that facilitate to know the behavior of consumers and their considerations at the time of buying or entering an establishment of these characteristics. Qualitative and quantitative research was conducted in order to have knowledge of the target market and based on it apply the best development strategies to facilitate its development. Therefore, the data collection method was applied through surveys, where it was possible to observe the consumer's behavior in this type of store, where the data obtained were related to the qualitative research. With the resolution of the data, it was determined which styles of clothing they use the most, the times they buy the clothes, the brands they use the most, etc. By crossing variables, it was concluded that, in order to have a good development in a research of this type, it is necessary to apply strategies that go according to the main objective. On the other hand, in the progress of this research it was determined that the new branch of the company would be in the city of Vinces.