Plan de comunicación para posicionar la microempresa Xyratex industria textil en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The main objective of this research work focused on the development of a communication plan in order to position the Xyratex microenterprise in the city of Riobamba, province of Chimborazo. Therefore, a situational study was carried out through different sources of information in order to identify the different aspects that contribute to the lack of positioning that exists on the part of the microenterprise. The approach of this research was mixed, that is, qualitative and quantitative, considering the use of a survey and interview to obtain the necessary information for our study, then the quantitative approach was used to analyze the data, through a sample of 383 people. surveyed, in which graphs and tables were used, which generated the results obtained. It was concluded that most of the population looks for promotions when making their purchase in clothing to rest, it is also important to consider that most of the people surveyed prefer a brand based on the price of the product and the people They searched for information about the product through recommendations from other customers and most of the population recommended more publicity for these products in order to know the offers of the different products to rest. Therefore, the use of communication strategies is recommended to be able to promote their products, in this way to be able to increase their client portfolio and at the same time to be able to position themselves in the market that develops considering the new existing technologies.