Implementación de estrategias para la creación del segmento preferencial como canal de comercialización de créditos de la Cooperativa de Ahorro y Crédito “Mushuc Runa” Ltda. En el desarrollo socioeconómico del cantón Riobamba, provincia de Chimborazo

Abstract

This research was carried out as main purpose to implement strategies for creating preferential segment, as a marketing channel for credits from credit “Mushuc Runa” Limited socio-economic development from Riobamba city, Chimborazo province. Their characteristics determining credit worthiness will base on ability to pay namely good income or business, so that their revenues are stable. Then it performed identify the type of credit that requires preference segment identified in the research. Developing this research was surveyed inhabitants from Licto, checking which is the type of credit that increased demand has to establish the necessary strategies that can assist this requirement. According to the results obtained, reveal that the production credit is one greater demand for preferential segment under study. The credit requested by the members from Mushuc Runa cooperative, in Licto town, is intended for production, improving their revenue and income and living conditions. For determining the purpose credit and its use, it requires ongoing monitoring, that generate the investment incomes needed for covering its obligation and has a surplus for meeting their primary need, so the business views and residence customer will be part of credit assessment decisive, only by knowing the unit will determine the actual borrower´s repayment capacity. Having identified the preferential credit segment and the type of credit you require segment, propose strategies to position the segment as a distribution channel preferential credit to obtain admission from cooperative and in turn being incentive preferential segment members under investigation.