Plan de marketing para la microempresa Chusi productora y comercializadora de prendas de vestir de la identidad Puruhá en la cuidad de Riobamba

Abstract

Mundo Hogar, a company dedicated to selling white goods and home furnishings in Riobamba, has limited online visibility, limiting its ability to attract and retain customers in a competitive market. The main objective is to develop a digital marketing plan to increase the company's online presence and improve its market share. The methodology used had empirical research since observation and direct experience allowed a deeper understanding of the phenomena studied, a mixed approach was used (quantitative and qualitative), and the scope of the research was descriptive. The design was non-experimental since data were collected without manipulating variables of cross-sectional type because the data were collected at a specific moment in time, allowing us to know the current conditions of the market and the company. The kind of study field data was obtained through the application interview with the manager of the company Mundo Hogar and the survey applied to 245 people chosen from the total economically active population of the canton of Riobamba to ensure the reliability and validity of the survey; statistical analysis was performed using Cronbach's alpha, which yielded a value of 0.851. Also, the content of the study was validated by a review by experts in digital marketing, obtaining a score of 25 points. The data collected indicated that while Mundo Hogar is recognized for the quality of its products, the company has low online visibility. The majority of respondents indicated that they would prefer to interact with the company through digital channels, such as social networks and an interactive website, and their responses also revealed a significant opportunity in the market segment that values innovation and technology. Implementing digital marketing strategies to highlight the technological quality and innovation of products can be particularly effective in capturing this segment. It is concluded that a digital strategy is crucial to improve online presence and adapt to market trends.