Plan tecnológico de marketing integral aplicado al desarrollo de las veterinarias y tiendas de mascotas, en la ciudad de Riobamba.

Abstract

The objective was the cretion of a comprehensive marketing technology plan applied to the development of veterinarians and pet stores, in the city of Riobamba, through a tool that facilitates pet owners to find a stable place for their medical care, vaccination, deworming, purchase of pet supplies and benefits that locals can offer. This investigation was carried out in the city of Riobamba, through direct surveys applied to the owners of veterinary premises and related to this type, as well as to potential users. The calculation for the respondents was made from the Economically Active Population (EAP) according to the INEC in the 2010 Population Census, where a number of 382 people was obtained as a sample and for the surveys conducted to veterinary and related entrepreneurs, it was taken the registry of cadastre of service establishments in the branch of the Municipal GAD of Riobamba 2014, and a total of 45 veterinarians. The results were optimal due to the acceptance of the pet owners, because they have the facility of being able to access a tool that allows them to obtain benefits, both in the needs of the pet and the personal ones in having a professional for continuous follow-up, check, vaccination among others; as well as the same saving of time and money before any situation presented . Finally, the proposal of this application seeks to help veterinary owners with a frequent and stable influx of customers, in addition to having an increase in income and optimizing their resources with a very easy tool to propagate the efficiency of their services. It has been obtained: in the feasibility analysis a saving of $ 291.42. Therefore, it is recommended : the application of our research for the aforementioned segment.