Modelo de gestión aplicado a las PYMES del sector comercial para lograr la competitividad en el mercado de la ciudad de Quevedo.

Abstract

The purpose of this paper is to carry out an analysis of the retail trade sector in Ecuador, through the analysis of a sample collected in the Quevedo canton of the Province of Los Ríos, with the objective of obtaining information from the sector that should propose a proposal as a suggestion of the companies of the sector (PYMES) of the sector. Both media were applied in the research, both quantitative and qualitative to carry out the data collection and analysis. First, an exploratory investigation was conducted through interviews with a representative of the Chamber of Commerce of Quevedo, and a case study to several representatives of the commercial sector of the city, a representative of complementary services and an exporting businessman to perform A contrast of competitiveness. The results of the chi - square tests corroborated that there is a dependence between the variables analyzed: relationship with customers, customer loyalty, recognition of the business and knowledge of the competition. These statistically analyzed variables are related to the variables of competencies identified from the theory, stories as prices and costs Scott, Lodge (1985); Porter (1990); Product differentiation, Pujari (2010), Hardwick (1998); Development of new products Dangelico, Pujari (2010); Customer satisfaction Porter (1990). As a proposal, the Center for Entrepreneurship and Competitiveness of Quevedo (CECQ), will be a monitor and a promoter of the development of new entrepreneurship projects, at the same time as it will be a support for the competitive development of the businesses currently in operation.