Propuesta de un modelo de gestión comercial para el mejoramiento de la comercialización y venta de productos de los Supermercados y Comisariatos Hortencia Vargas de Jara e Hijos Cía. Ltda. de la ciudad de Riobamba, provincia de Chimborazo

Abstract

This degree work aims to develop a Commercial Management Model for Supermarkets and Commissariats Hortencia Vargas de Jara e Hijos Cía. Ltda. in the city of Riobamba, province of Chimborazo, which allows the improvement of the marketing and sale of products. The methodology applied was field work, using a survey carried out on the population of the city of Riobamba for getting to know their criteria for the products offered by the supermarket. This permitted recognizing that there is a marked ignorance by the staff about the importance of a commercial management model, which is evident in the decrease in sales, as well as in the lack of commitment to set the mission, vision and institutional objectives, that promotes a business sustainable development. The proposal of this research work contains advertising strategies, marketing, sales and loyalty using mass and alternative media, which allows the efficient dissemination of the products offered by the Supermarket, in order to meet the objectives proposed by the company on the market.