Plan de comercialización para la cooperativa de ahorro y crédito Puéllaro Ltda. agencia Las Golondrinas, cantón Cotacachi, provincia de Imbabura

Abstract

The present study aims to develop a marketing plan for Cooperativa de Ahorro y Crédito Puéllaro Ltda especifically in Las Golondrinas Agency, proposing strategies to facilitate access to financial products for current and potential clients, taking into consideration that this area lacks of an institution of this nature as it is a rural area of difficult access. The methodology was based on a qualitative and quantitative approach; qualitative to expand the elements of the problem to a larger sample to be able to make generalizations. The second stage was quantitative due to the relationship among the variables was determined before the idea to defend. Information gathering tools were used such as observation and personal survey of a sample of the population under study, the information was tabulated and analyzed with the SPSS software. The potential demand was defined, because 69.55% of the respondents prefer savings and credit cooperatives to entrust their income, while 25.14% opt for the savings account service and for 64 25% microcredit is the preferred service. The information obtained in this research added to the diagnosis of the company showed the lack of knowledge of the population's financial culture and the role of trust as a value of the company to increase the placement of financial products in the market, for this reason strategies have been proposed whose actions are aimed at improving the position of the company