Examinando por Autor "Sánchez Cordero, Nicole Steffania"
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Ítem Acceso Abierto Estrategias de Marketing y competitividad en los restaurantes de comida típica en el Cantón El Triunfo.(Universidad Católica de Cuenca., 2024-04-26) Sánchez Cordero, Nicole Steffania; Orellana Orellana, Carlos Patricio; 0940602220The study analyzed the marketing and competitiveness strategies previously employed by Traditional Food Restaurants in El Triunfo canton. These businesses exhibited a lack of competitiveness, especially in attracting local clientele, which consequently benefited the establishments located in the city center. In order to understand the influence of marketing strategies on competitiveness, 28 restaurants were surveyed. These surveys aimed to collect data on marketing strategies and each establishment’s competitiveness level. The study was based on McCarthy and Fonseca’s theory. A structured questionnaire addressed dimensions such as product, pricing, placement, and promotion strategies, validated with a Cronbach's Alpha coefficient of 0.981. The results revealed that marketing strategies were fundamental to the success of traditional food restaurants in El Triunfo canton, suggesting that an investment in effective strategies could improve their market position and increase their long-term chances of success.
