Marketing de guerrilla en los centros comerciales de Ambato: incidencia en la publicidad de los usuarios

Abstract

Ambato is one of the most commercial cities in the central zone of the country. The commercial centers of the city of Ambato have been dedicated to the leasing of commercial premises, offices and gymnasiums for this reason it is necessary to carry out an investigation on what strategies to apply in the shopping centers to improve the advertising that is directed to the users of the city. Therefore, it was necessary to see the object of study and its important characteristics of how customers and buyers can be in the different market areas and organizations, looking for the correlation in which the variables are associated, also, it was theoretically based on Guerrilla Marketing promotes the economic development of shopping centers, the current situation of shopping centers was diagnosed. Likewise, the research used a theoretical methodology where the qualitative approach was used because the information obtained served as the basis for the elaboration of the theoretical framework, establishing a relationship between the study variables. In addition, the survey was used as an instrument to collect numerical and statistical information to obtain necessary information and determine the factors by means of numbers obtained according to the tabulations made at the Institution where the problem is evidenced and, above all, with the study SPSS computer As a result, the development of each idea attracts the attention of customers and consumers, for its application, it is necessary that operators, installers and staff of the shopping centers feel committed for what they are creators of new economic resources and welfare of the community.