Diseño de un plan de marketing integral para mejorar la comercialización de la feria de productores “Haway Life” Riobamba Provincia de Chimborazo.

Abstract

The general objective of this research was to design a Comprehensive Marketing Plan for the improvement of the marketing system of the Entrepreneurs Fair "Haway Life" Riobamba, an initiative of the Provincial Decentralized Autonomous Government of Chimborazo (GADPCH) to promote the associative commercialization of a group of producers in the province of Chimborazo. The research was descriptive, aimed at determining the situation of the Fair “Haway Life” Riobamba, its marketing system and the relevance of the application of a Comprehensive Marketing Plan that contributes to the economic improvement and income level of entrepreneurs. The public object of investigation were the inhabitants of the canton Riobamba projected to the year 2018 according to the Ecuadorian Institute of Statistics and Censuses (INEC). The sample was calculated using the formula for finite samples suggested by Aguilar 2005; Considering the population of the Riobamba canton as the universe at the date of the study, a total of 258,597 people, subsequently, a sample of 384 people was determined to whom surveys were applied as an instrument to collect primary information, interviews were conducted with key actors, who provided information that served to analyze internal and external aspects of the Fair. The data collected were processed by using the Chi-square statistical method that allowed to determine the correspondence between study variables and ultimately that the design and application of the Comprehensive Marketing Plan positively affects the improvement of the Fair's marketing system. The strategies that were designed were put into consideration by the GADPCH authorities for their subsequent application. By applying the strategies proposed in the Comprehensive Marketing Plan, according to the institutional guidelines of the GADPCH authorities, the improvement of the fair's marketing system was evidenced, as well as the increase in knowledge of the activities and products that are offered for benefit of small producers and citizens.