La evolución de las Tiendas De Prati su impacto en el posicionamiento del mercado. Caso de estudio

Abstract

De Prati is a leading company, which sets a fashion trend and is already a reference for Ecuadorians and stands out for the excellent service it provides daily to its customers, for the high quality and variety of the merchandise. In 2007, online sales were undertaken through its portal, being the pioneers in the retail business, two years later it began to venture more into social networks, to interact effectively and more closely with its customers. The present study of the De Prati case is intended to publicize the different strategies that a company can use to achieve customer attention and how a departmental store in a constant search to improve the value proposition and customer service achieves a solid presence in the Ecuadorian market. The present study focuses on qualitative research, since it will also be used as a data collection technique, the interview aimed at frequent customers of the De Prati stores, the consumer and the collaborators, which will lead to a more real criterion in regarding the evolution of stores. As research methods, the inductive and deductive method was applied. The company for the field work will be Tiendas De Prati, with seniority and history in the Guayaquileño market, committed to increasing its positioning, raising awareness and increasing customer satisfaction thanks to the quality of the products it offers. The interview was carried out with the participation of 4 clients from various De Prati stores in the city of Guayaquil. The interviewees are of the female gender between the ages of 35 and 44 years.