Estudio de mercado para fortalecer la gestión comercial de la farmacia Farmahogar en la ciudad de Riobamba

Abstract

The objective of this study was to know the parameters for the farmahogar pharmacy in the city of Riobamba to strengthen its comercial management in the market and thus obtain the necessary parameters to obtain the strategies and points to follow to get better commercial control. This was done using means such as the field study, the yechnical analysis, and with the research instruments implemented, such as interviews with customers of the Lizarzaburu parish, where the pharmacy belongs, as well as the collaborators of the same, to know the parameters that we should use to improve the shopping experience in the pharmacy, improve the work environment, adapt the establishment to a rotating Schedule to the demands of customers for the best organization. After knowing the results through the interviews, the strategies that should be put into practice for the improvement of its commercial management both internally and externally of the pharmacy were definded, i.e., improving relations with its customers and the treatment at the time of purchase, as well as the relationship between employees and their superiors, as this helps to have a better work experience and satisfied customers of the shopping ecperience in the establishment. It is recommended to considera ll the information collected to help improve the company’s commercial management.