Diseño de un modelo de Comunicación Integral para el proyecto de red de tiendas barriales auspiciadas por el Instituto de Economía Popular Solidaria en la zona urbana de la ciudad de Riobamba, provincia de Chimborazo, período 2013

Abstract

It has been made a “Design of a model of Integral Communication for the Project of net of neighborhood shops favored by the Institute of Popular Solidary Economy in the urban area of the city of Riobamba, Country of Chimborazo, period 2013” with the objective of satisfying the necessities of the market, offering products of first necessity to low prices. Inside the second chapter a bibliographical revision is made since on the theoretical bases of the investigation it is very important to clarify the main topics that we work in the development of the project. Chapter three was collected from all the information corresponding to the market investigation that was developed in the county of Chimborazo, canton Riobamba urban parishes of the city, guided to male and female people aged between 30 to 60 years with revenues of $500 to $3000 in their economic activity with a level of elementary and secondary study, from a social class medium to medium low that have an economic activity of supplies. The same one was identified that 95% of neighborhood shopkeepers said they agreed to form part of the project of net of neighbor shops favored by the IEPS. In the chapter four the development of the technical proposal is shown, recognizing that the competition in the market of Riobamba is high, so the companies should be distinguished from the other ones, for this it is necessary to discover the behaviors, tendencies and the customers` habits and possible customers that will give bigger and better positioning by means of the use of the strategies and technical of merchandising with the placement and exhibition of the products in the different areas. Likewise implementing a Manual of Corporate Identity that will serve like initial guide for the application of the Group of Visual Identity in printed, audiovisual and alternative means. Based on all the media made we can say that the atmosphere and current market is favorable for the strategic development. And, reflecting a new image in the market will help to make the customers faithful.