Marca loreto y estrategias de apoyo al crecimiento de las mypes de la ciudad de Iquitos, año 2022
Date
2023-01-25
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Universidad Científica del Perú
Abstract
La investigación en el presente trabajo tuvo como Objetivo estudiar la percepción que tienen las micro y pequeñas empresas sobre la utilidad del acompañamiento de la marca Loreto en las ventas. El diseño es descriptivo y no experimental. El tipo de estudio es prospectivo y transversal. Resultados: Se trabajó con 384 MYPES de la región Loreto. Las actividades que se realizan en la ciudad de Iquitos están concentradas en los sectores terciarios (comercio y servicios),y ahi se encuentran las micro y pequeñas empresas. La actividad económica donde se presentó el mayor interés fue en el sector restaurantes, el 85.11% señalaron tener interes, explicado por que está actividad está muy vinculada a la llegada de turistas nacionales y extranjeros y en ella impacta la imagen del país y de la región. Uno de los factores donde se presento mayor importancia fue conocer los tipos de clientes que acuden al negocio, 70.26%, esto para definir el tipo de estrategia de atención a realizar. Los sectores que tienen mucha expectativa de que el uso de la marca Loreto contribuirá en sus ventas son las vinculadas directamente al turismo como los restaurantes y similares, 51.35%, los hospedajes, 46.43%, y el 33.33% de los transportes de pasajeros. La mayor parte de los sectores le otorgan regular contribución, el 50.66% en promedio total, hay cierta expectativa en este instrumento de promoción de las empresas. Se debe brindar un mayor acompañamiento, mejorar el acceso e incrementar el interés de las micro y pequeñas empresas por la marca Loreto.
The research in this paper had the objective of studying the perception that micro and small companies have about the usefulness of accompanying the Loreto brand in sales. The design is descriptive and not experimental. The type of study is prospective and cross-sectional. Results: We worked with 384 MYPES from the Loreto region. The activities carried out in the city of Iquitos are concentrated in the tertiary sectors (commerce and services), and micro and small companies are found there. The economic activity where the greatest interest was presented was in the restaurant sector, 85.11% indicated that they were interested, explained by the fact that this activity is closely linked to the arrival of national and foreign tourists and it impacts the image of the country and the region. . One of the most important factors was knowing the types of customers who come to the business, 70.26%, this to define the type of service strategy to carry out. The sectors that have high expectations that the use of the Loreto brand will contribute to their sales are those directly linked to tourism such as restaurants and the like, 51.35%, lodgings, 46.43%, and 33.33% of passenger transport. Most of the sectors grant regular contribution, 50.66% in total average, there is some expectation in this instrument of promotion of the companies. Greater support must be provided, access improved, and the interest of micro and small businesses in the Loreto brand increased.
The research in this paper had the objective of studying the perception that micro and small companies have about the usefulness of accompanying the Loreto brand in sales. The design is descriptive and not experimental. The type of study is prospective and cross-sectional. Results: We worked with 384 MYPES from the Loreto region. The activities carried out in the city of Iquitos are concentrated in the tertiary sectors (commerce and services), and micro and small companies are found there. The economic activity where the greatest interest was presented was in the restaurant sector, 85.11% indicated that they were interested, explained by the fact that this activity is closely linked to the arrival of national and foreign tourists and it impacts the image of the country and the region. . One of the most important factors was knowing the types of customers who come to the business, 70.26%, this to define the type of service strategy to carry out. The sectors that have high expectations that the use of the Loreto brand will contribute to their sales are those directly linked to tourism such as restaurants and the like, 51.35%, lodgings, 46.43%, and 33.33% of passenger transport. Most of the sectors grant regular contribution, 50.66% in total average, there is some expectation in this instrument of promotion of the companies. Greater support must be provided, access improved, and the interest of micro and small businesses in the Loreto brand increased.
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Keywords
Loreto, Accesibilidad, Interés, Marca, Loreto, Accessibility, Interest, Brand
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