Ciencias Administrativas

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    Medición y evaluación del proceso de compra en las empresas comerciales: Escenario COVID-19
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios, 2022-02) Moyolema Supe, Christian Alfonso; Mancheno Saá, Marcelo Javier
    La comercialización de productos de consumo masivo en la ciudad de Ambato-Ecuador, se encuentra dominada por las cadenas de supermercados con un 74,7% de participación en el mercado. Sin embargo, el contexto pandémico ha generado cambios en el comportamiento de los consumidores y especialmente, en el proceso de compra de estos productos, siendo el aspecto de tiempo de compra uno de los más afectados. Se puede apreciar, que el tiempo de compra ha sufrido variaciones por el contexto pandémico. Por tal motivo, el presente trabajo de investigación se centra en evaluar el proceso de compra de productos de consumo masivo en cadenas de supermercado de la ciudad de Ambato-Ecuador en el contexto de pandemia. Los principales hallazgos de investigación demuestran que los consumidores ambateños se enfocan en la fase de investigación del proceso de compra, para realizar una completa planificación de los productos de consumo masivo a comprar. De igual manera, los consumidores presentan una frecuencia de compra de estos productos cada dos semanas y con una valoración de 3,7/5,0 puntos en cuestiones de seguridad contra el COVID-19. La principal conclusión de la presente investigación y que las cadenas de supermercado deben tomar en cuenta en el proceso de compra que ofertan, es que dicho proceso se encuentra marcado por los siguientes aspectos: 1) tiempo de duración promedio de compra de 89.1 minutos, 2) proceso moderadamente seguro en cuestiones de biosegurid
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    Personal Branding como estrategia de introducción de grupos musicales
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2021-09) Domínguez Santana, Carlos Fabricio; Sánchez Acosta, Mayra Fernanda
    En Ecuador, las agrupaciones musicales tienen el propósito de transmitir una determinada cultura y situaciones expresadas en tonadas y/o canciones. En la actualidad, estas agrupaciones tratan de sobresalir en la industria musical nacional con autofinanciamiento y estrategias publicitarias a su alcance. En este contexto, se desarrolló un proceso metodológico de branding personal para formular acciones estratégicas para dar a conocer la identidad de la agrupación musical. Por tal motivo, el presente trabajo de investigación se enfocó en la realización de un análisis situacional de la industria musical nacional y de distintas agrupaciones musicales. Este análisis tiene como objetivo elaborar el proceso metodológico, para facilitar la introducción y posicionamiento de agrupaciones musicales, con el fin de crear una carrera y/o profesión sustentable y con la capacidad de crear proyectos venideros factibles. En base al análisis de las variables del personal branding y la situación frente al target, se obtuvieron resultados principales, a través de encuestas aplicadas a 101 grupos musicales locales. Los principales hallazgos demuestran que es importante corregir aspectos relacionados con la difusión, comunicación, promoción y publicidad de los proyectos musicales (proyectos de colaboración, canciones y eventos). Así la propuesta resultante de la investigación propone una estrategia integrada por cuatro etapas, que son: 1) análisis de la situación inicial, 2) análisis de identidad de marca, 3) definición de medios de comunicación y 4) análisis de público objetivo. En este sentido, se concluye que el Personal Branding es una estrategia esencial para construir una identidad propia de los grupos musicales nacionales.
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    El Método Delphi y las estrategias comerciales de potencialización turística de las casas patrimoniales en la ciudad de Ambato
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Organización de Empresas, 2018-10) Valdez Miño, Juan Carlos; Chico Frías, Ángel Enrique
    The objective of this research is to determine commercial strategies that potentialize the heritage houses of the city of Ambato. The research approach was based on the qualitative-quantitative modality, supported by a bibliographic modality in which secondary information was obtained based on books, scientific articles, electronic journals that helped the construction of the theoretical and field framework whose population under study They were the experts regarding the cultural and patrimonial theme of the city. Subsequently, direct information was obtained with the administrators and directors of the heritage houses about the strategies used previously, the strategies that are currently being implemented and a proposal of strategies that, according to their criteria, could potentialize touristic houses. On the other hand, the Delphi method was applied, the same that allows experts to determine if it is possible to apply a proposal in the field of research. Initially the experts were evaluated to determine the level of expertise they possess, the next step was the evaluation of the strategies proposed by the experts in two rounds, which obtained the necessary score to analyze and determine if the strategies they are accepted and the level of importance in which each of them is located. After that, the Kruskal-Wallis statistical test was implemented, which allows us to determine if there is a relationship and consensus in the experts' criteria, resulting in the general approval of all the strategies proposed by the administrators and directors of the houses. patrimonial with high score. Based on these precedents, the immediate application of the obtained strategies is concluded and recommended, such as the integration of the heritage houses in a single route, which will allow promoting tourism within the city and will enhance the heritage sector of the city of Ambato.
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    Creación de una empresa de fabricación de carteras en fieltro en la ciudad de Ambato
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera Organización de Empresas, 2018-06) Agualongo Tituaña, Ana Abigail; Gallardo Medina, Washington Marcelo
    Lanita Love is a company dedicated to the elaboration of felt wallets, located in the city of Ambato in the parish of Augusto N. Martínez of the Ambato canton of the Tungurahua Province. The objective that led me to develop this project of entrepreneurship is to take advantage of the teachings of our ancestors on the technique to make felt that day after day have been disappearing, due to the process of acculturation suffered by indigenous communities. The entrepreneurship project consists of: a market study that conducts research to find out about tastes, preferences and needs of our felt wallets for women belonging to the economically active population of the city of Ambato; a technical study, which determines the optimal location of our micro business; an economic and financial study, where the investment is analyzed and evaluated. The project, was designed under the research method: Descriptive-Quantitative, method that allowed to auscultate data and information through an important survey to know the acceptance of the felt portfolios in terms of products, prices, promotions, these factors are very important for Know the situation and expectations of the consumer. The company Lanita Love has a favorable profitability for the results obtained by conducting a financial study, encouraging the development of entrepreneurship and generating sources of employment.
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    Estrategias de marketing de contenidos en la promoción de la marca Ambato Tierrita Linda
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Escobar López, Diana Marcela; Silva Ordoñez, Iván Fernando
    The city of Ambato is a strategic point for tourism in Ecuador; its diversity in culture, flora, fauna, gastronomy, production, tourist sites marks the economic development of the population. In this research project the problem of poor promotion of the Ambato Tierrita Linda brand carried out by the Autonomous Decentralized Municipality of Ambato was addressed, determining as the main cause the lack of a content marketing strategy, causing a low impact of the brand. The main objective is to promote the city of Ambato through the website that is available to the general population. The research methodology followed a process of information collection using structured surveys based on the Likert scale, the questionnaire allowed to know the population's perception of the Ambato Tierrita brand and the interest in managing a website as a means of promotion. The results obtained point out that the inhabitants and tourists use the internet to consult about information about the place or tourist place they wish to visit, in some cases they also refer to the commercial and business aspect they wish to do in Ambato. In addition to the promotion of the brand, people believe that this leads to the introduction of the city on the world stage where foreigners can have immediate information, in such a way that the tourism and mass media actors interact through the website. The creation of an interactive web page aims to be an instrument for the promotion of the city of Ambato. The proposed phases consist of: Situational analysis of tourism, followed by the creation of the interactive website of the brand, the design of the content of the Ambato Tierrita Linda brand and the strategic evaluation through indicators.
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    Gestión de desechos sólidos de papel y cartón para el Desarrollo de nuevos productos en la ciudad de Ambato.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07) Escobar Zúñiga, Marianela Lizbeth 1804666418; León Saltos, Amparito Cecilia 1707931976
    Ambato, is one of the most important cities of Ecuador, is possessed of a great industrial and commercial importance engine for the economy of the downtown area and around the country. Its growth is so fast and the control of environmental protection is poor, due to increased population and the productive and industrial activities are the main cause for the generation of solid wastes originate. That’s why this research project has focused on the study and analysis the waste of paper and cardboard generated, to reduce the amount of waste in the city, also they allow generating income by promoting a circular economy and contributing to a responsible environmental impact. Based on the data obtained through the research, it has determined the lack of recycling programs in certain institutions of the city, which is why we must raise awareness about the final destination of waste in a way that is intended to give a possible solution of solid waste (paper and cardboard). The proposal of this research is to design a model of new products, novel and quality prepared from recycled paper and cardboard in the city of Ambato.