Efectos de la pandemia de la covid-19 en las microempresas comercializadores de prendas de vestir, que se localizan en la ciudad de Riobamba, provincia de Chimborazo, durante el año 2020

Abstract

This research project aimed to investigate the effects of the COVID-19 pandemic on businesses in the most difficult months in which this disease struck. Undoubtedly, the coronavirus caused suffering and death among the population and had devastating economic and social effects. Therefore, the research methodology implemented was based on a qualitative-quantitative, exploratory, and descriptive approach to identify and describe the characteristics of the pandemic's effects on the country's different businesses. Indeed, the study found that the micro-companies selling clothing had to close their doors, which caused them serious liquidity problems, which led them to reschedule payments, lay off employees and try to implement marketing and advertising strategies that would attract customers. Like many businesses, these micro-enterprises saw an alternative solution in electronic commerce. However, migrating to that type of trade is a process that requires knowledge and investment. In any case, and as a strategy to reactivate this type of business, this alternative is suggested; In addition, through virtuality, it is possible to reach larger markets, and the stores do not close. The investigative approach of this research project was mixed since quantitative and qualitative data were collected and analyzed. In it, two levels of research were proposed: explanatory and correlational