Investigación de mercado para determinar y mejorar el posicionamiento de productos para socios de la Cooperativa Fernando Daquilema, agencia Alausí

Abstract

The objective of this research project in Fernando Daquilema cooperative of the Alausí agency is conducting a market research whose results is the improvement of the positioning of the financial products offered by this institution that fosters the popular and solidarity economy. The investigation was carried out by applying satisfaction surveys to its partners and an interview with the head of the agency that served as the basis to identify the products least positioned in the minds of the partners, based on the positioning model. Once the field work was completed, it was identified that four financial products are not positioned, taking into account a percentage of satisfaction less than 55%, which are Daqui fixed-term savings, Daqui services, Daqui online, Daqui Mashi card. The proposal presents marketing strategies such as Guide for partners, door-to-door service, which will help to position the four less demanded products in the minds of the partners. Finally, the application of these strategies within the cooperative is considered important and necessary, since the market in which it operates is very competitive, which is why a fundamental tool is required to help the continuous improvement to be a more efficient and competitive entity.