“Estudio de los procesos y tendencia de importación y comercialización del sector ferretero en la ciudad de Cuenca - Ecuador. Año 2020-2023.”

Abstract

This paper analyzes the hardware industry in Cuenca, Ecuador, which has experienced a remarkable growth between 2020 and 2024 due to the expansion of the construction sector, the modernization of agriculture, and globalization. This research analyzes the impact of imports and commercialization in three key segments: General Hardware, Agriculture, and Heavy Machinery, identifying trends, challenges, and opportunities. The study follows a descriptive and quantitative approach, using data on sales, prices, and products of the company Lartizco. Statistical tools such as simple linear regression and market projections were applied to evaluate the relationship between prices and sales, as well as competitiveness in the sector. The results show that imports have allowed access to more innovative and competitive products, while national brands have strengthened their presence through differentiation strategies in service and financing. Brands such as Herragro, Gavilán, and Strong have consolidated their positioning through quality and price strategies. Regression analysis showed a positive relationship between price and sales growth, with an R² coefficient of determination above 65% in certain categories, indicating that customers value competitive prices. Furthermore, extended warranties, accessible financing, and technical advice have been decisive factors in the commercialization, especially for heavy machinery and specialized tools. It is concluded that modernization, digitalization, and diversification will be essential to strengthening the sector’s competitiveness in a globalized market.