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- Title
MARKETING DIRECTO EN LAS PYMES GASTRONÓMICAS EN BENITO JUÁREZ, QUINTANA ROO.
- Authors
Silva Castro, Cid Alejandro; Álvarez Pous, Paola; Castillo Castillo, María del Socorro
- Abstract
This is diagnosis paper work through an analysis done to small entrepreneurs of food and drink establishments in the center of Benito Juárez, Quintana Roo. The gastronomy industry is important for tourism, as it has an important generator impact of jobs as well as being a source of income in the economy of this place; Therefore, this type of business requires stability in the market through a customer served. The problem identified is that this entrepreneurs are unaware of direct marketing concept and do not carry out the use of tools that allow measuring the level of customer satisfaction. This work is useful for these establishments to achieve adequate and frequent communication and follow-up after sales with their consumers. The methodology applied in this research is carried out under the inductive method, to carry out this study a survey is used that measures the degree of knowledge that the entrepreneur has about the concepts of direct marketing, the frequency and efficiency of its use, is analyzed from a a qualitative approach that considers the elements of the promotional mix and, in turn, uses a quantitative perspective through a stratified random pilot sample and yields the expressed results by means of tabulation and graphs. The result of this study with respect to the items evaluated lies in a degree of ignorance of the identification of concepts and the importance of including marketing as a promotional strategy in order to increase sales and consumer loyalty; As well as, it allows to recommend the implementation of some direct marketing strategies and on the other hand, to include databases as a method of registering customers, therefore, the information obtained from consumers and the use of new technologies are elements to be addressed. as market strategies to develop in food and beverage establishments that contribute to their competitiveness in the local gastronomy sector.
- Publication
AvaCient. Formación Integral Científica, Tecnológica y Humanista, 2019, Vol 7, Issue 2, p141
- ISSN
2594-018X
- Publication type
Article