Estrategia comercial basada en un estudio de mercado para fidelizar clientes y reactivar la demanda de Supermercados Cielito.

Abstract

The purpose of this project is to design a commercial strategy based on a market study to build customer loyalty and reactivate demand for Supermercados Cielito, located in the province of Bolívar, Echeandía canton. It should be noted that this issue has become important due to the decline in sales during 2025 compared to the 2023-2024 period. For the development of the study, a descriptive methodology with a mixed approach was used, applying digital surveys to a sample of 373 customers, which facilitated the tabulation and analysis of responses. Similarly, direct observation was used to analyze the environment. Based on the results obtained, customer behavior and perceptions were identified in terms of aspects that influence attraction, shopping experience, perceived value, loyalty, and factors that would make them visit the supermarket again. It was determined that customers have a positive appreciation of the attention and service, but there are interferences in the communication of information and promotions. Despite this, they expressed a desire to maintain an ongoing relationship with the establishment. Similarly, the variety and availability of products were recognized as one of the most essential factors for customer return. Based on the findings, a commercial strategy is presented that consists of specific strategies that address these aspects.