Análisis del proceso de decisión y uso de los productos financieros de la ciudad de Riobamba caso práctico Cooperativa de Ahorro y Crédito Riobamba Ltda., de la provincia de Chimborazo

Abstract

The present research work is aimed to the decision making process analysis and use of Financial Products from Riobamba city specifically at Riobamba Savings and loan cooperative, in order to propose policies and operational rules that influence when acquiring financial products and establishing strategies which improve the management of the company. With the Market research application, it was possible to establish how effective the consumer's tendencies analysis has been, and which the influencing factor in the costumer's decision making is when choosing the products of the company. The proposal for the decision making process analysis and use of Financial Products promotes the creation of marketing strategies and a plan for having a better use of the company resources such as: Market-aimed strategy for-organizing events to inform about the benefits offered by the company. Product strategies for training and motivating the staff about customer care improving and updating the service and the existing Financial Products and Advertising strategies for selecting the appropriate means of communication to promote and advertise the financial products. The implementation of the proposal is recommended because its correct application will be useful for positioning the financial products and the name of the company in the Chimborazo province.