Examinando por Autor "Rivera Gutiérrez, Marlon Fabricio"
Mostrando 1 - 1 de 1
Resultados por página
Opciones de ordenación
- ÍtemAcceso AbiertoFactores claves que permiten el incremento en las ventas de las empresas del sector artesanal en Cuenca-Ecuador(Universidad Católica de Cuenca., 2023) Montero Ortiz, Daniela Alexandra; Rivera Gutiérrez, Marlon Fabricio; Ramón Poma, Glenda Maricela; 0107182495; 0150226959The objective of this study is to identify the key factors that allow the increase in sales of companies in the handicraft sector in Cuenca-Ecuador. For this purpose, a qualitative, quantitative, descriptive, correlational, exploratory, and cross-sectional type of research was used. In this sense, it was described the importance of the differentiation and price factors of the product through the application of a questionnaire with five types of answers on a Likert scale. Cronbach's Alpha test was used to determine the reliability of the questionnaire, in which the result was 0.798. Multiple linear regression analysis was used to determine the key factors, resulting in the independent variables product differentiation and product price having a high correlation with the dependent variable sales increase. According to this research, it is demonstrated that these factors are of great benefit to the owners of the companies in the planning and application of their strategies, so that the right decisions can be made in the structure of administrative and strategic functions of the handicraft businesses, which will determine clear lines of work for the development and strengthening of these organizations.