Análisis de mercado para la importación de productos con propuestas de valor diferenciadas

Abstract

Background: The importation of products into the market is influenced by each company's value proposals and how customers adapt to them. The research aims to establish differentiated value proposals based on the customer experience in product importation. A literature review was conducted to gather important information regarding the topic. Methodology: The research started with an exploratory and correlational quantitative study to understand the relationship between the two variables. The Cronbach's Alpha method was applied to ensure the instrument was highly reliable, producing results closely aligned with reality. The investigation was conducted in the province of Cañar, with 384 individuals selected based on a predetermined sample. Results: A strong relationship between the variables of Differentiated Value Proposals and Product Importation (.139**; Sig. 0.006 <0.05) was observed, indicating a statistically significant correlation. Conclusion: In summary, product importation is beneficial when implementing value proposals different from the competition, prioritizing each product's quality, variety, innovation, and exclusivity or services. Keywords: Cañar, Ecuador, product importation, value proposals