Plan de marketing para fortalecer los servicios financieros en la Cooperativa Nizag del cantón Alausí

Abstract

The present research work had the objective of developing a marketing plan to strengthen the financial services of the Cooperativa de Ahorro y Crédito Nizag in the Cantón Alausí, to comply with the above mentioned a mixed approach was applied which is qualitative and quantitative, with an exploratory and descriptive level, also the non-experimental transversal research design according to the manipulation of variables and field work, so a survey was conducted to the economically active population of the canton Alausí, where the results of the market research showed important findings such as: The consumer profile, which financial entity they frequently go to, people look for cooperatives that transmit trust, security, quality of service and there is agility when requesting a service, the preference of a means of communication among other essential aspects that they take into consideration when choosing a financial entity, Taking into account the results and developed an analysis we proceeded to the design of marketing strategies in order to improve financial services, the dissemination of the same and attract new customers in order to improve the positioning of the cooperative within the canton, therefore it is recommended to take into consideration and implement the proposed strategies the same that are focused on strengthening financial services.