Efecto de la inversión publicitaria en las ventas de las PYMES del sector de consumo masivo de la ciudad de Guayaquil.

Abstract

The main objective of this research is to analyze the effect of advertising investment on the sales of SMEs in the mass consumption sector of the city of Guayaquil, for this it raises some specific objectives that contribute to the collection of information, processing and analysis of the data. To carry out the study, the Financial Statements of 34 companies in the mass consumption sector of Guayaquil were consulted, specifying the amounts corresponding to advertising and sales for the years 2016, 2017 and 2018. To know the correlation between the Main variables, the characteristics of the study variables were analyzed, obtaining continuous non-parametric quantitative variables, which led to the use of the Shapiro Wilk normality test, since it was less than 50 data. The results of the test led to the application of the Spearman correlation coefficient; As the main results of the study carried out, it was possible to specify that the investment in advertising and the income from sales of the companies analyzed have a positive correlation, that is, to the extent that investment in advertising increases, it could be determined that in the same direction behave sales. In this sense, SMEs in the mass consumption sector are recommended to plan investment in advertising and use indicators that allow knowing the behavior of advertising and sales.