Plan de marketing para la empresa Macro Show basado en el comportamiento del consumidor en la cuidad de Riobamba, provincia de Chimborazo

Abstract

The objective of the following research work was to develop a marketing plan for the company Macro Show by investigating consumer behavior at the point of sale, since due to competition and its lack of presence in the new digital platforms its sales and reach have been affected, so a research is developed where it details how consumers behave when making a purchase, what are their points to take into account to make these and how these processes can be improved. For this, a research methodology was used, where the inductive - deductive methods are implemented, since it will go from the general to the particular, starting from the basic theories of marketing and consumer behavior to the necessary strategies to reactivate the sales processes in the company, on the other hand, there is the analytical method, and synthetic method that consists of the decomposition in parts of the studied phenomenon, which were obtained by different techniques such as the survey, the interview, and RMG matrices, where it is found as a result the lack of association of the brand image with its consumers and the scope that it should have in the field of new technologies, therefore developed seven strategies that will strengthen the brand image and presence in different digital platforms, with this it could be concluded that the study of consumer behavior in the development of the marketing plan helps the decision making of the company and it is favorable to take them into account for future research, it is recommended finally deepen the activity of analysis of consumer behavior with more elaborate tools such as eye traking so they can clearly establish the needs of their customers.