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La influencia del marketing mix en la competitividad de las asociaciones de la economía popular y solidaridad en el Cantón La Troncal.
(Universidad Católica de Cuenca., 2024-05-02) Galarza Arteaga, Joffre Israel; Vicuña Matute, William; 0917842155
The study analyzes the influence of the marketing mix on associations’ competitiveness in the popular and solidarity economy of La Troncal canton. It examines how the marketing mix elements, such as product, price, place, and promotion, affect the competitive capacity of these associations. A descriptive and documentary methodology is employed, with a non-experimental quantitative approach. A survey was conducted on the 27 associations of the popular and solidarity economy, and the relationship between the marketing mix and competitiveness was evaluated using the statistical software SPSS 25.0. The results reveal a significant correlation between both variables and a high validity of the measurement instruments, with an overall Cronbach's alpha coefficient of 0.978, supporting the hypothesis that the marketing mix positively impacts competitiveness. It is recommended that marketing mix strategies be adapted to the specific characteristics of each sector. Additionally, establishing strategic alliances and fostering innovation is suggested to remain relevant in a dynamic market.