Efecto de las estrategias funcionales en el nivel de ventas de las empresas de alimentos en el sector de la calle larga de la ciudad de Cuenca – Ecuador

Abstract

This article aims to identify the relationship and impact of implementing functional strategies on the sales level of food companies in the Calle Larga sector of the city of Cuenca-Ecuador. For this purpose, a survey was applied to 37 managers of restaurants and cafeterias located in the Calle Larga area of Cuenca, Ecuador; then, multiple and simple linear regression model were used for their respective analyses. The results show that one of the three functional strategies presented reflects the significance and a positive relationship with the sales level. In contrast, according to the applied model, the other two do not show a significant degree. In this sense, it is concluded that marketing strategies have a significant application in all the companies surveyed to help increase sales. Likewise, it is pointed out that financial and production strategies do not have a linear correlation with the dependent variable.