Plan de comunicación para incrementar la rentabilidad de la microempresa Amboya Naula Samuel en la ciudad de Riobamba

Abstract

The objective of this research was to develop a communication plan to increase the profitability of the microenterprise Amboya Naula Samuel in Riobamba city and to verify whether the communication plan will influence the improvement of profitability and recognition of the microenterprise Amboya Naula Samuel in the market of Riobamba city. The methodology used was mixed, a quantitative and qualitative approach was based on a non-experimental and cross-sectional design, since that the data collection was obtained in a certain time through the application of virtual surveys of 382 economically active people in Riobamba city, in addition, interviews to the manager and main distributors of the microenterprise were applied. The results of the surveys showed that the microenterprise Amboya Naula Samuel does not use communication means, printed, radio or television to inform about the products offered in the market of Riobamba city, the product that is most frequently acquired and is recognized in the market is the mojicón, preferably purchased in supermarkets. In conclusion, the communication plan influences the profitability of the microenterprise Amboya Naula Samuel. Finally, it is recommended to apply the proposed strategies to help improving profitability and its business recognition.