Diseño de estrategias de comunicación para la introducción de la tienda online DM KBeauty en la ciudad de Guayaquil, Ecuador.

Abstract

Due to the current health situation and the need to maintain distance and prolonged quarantines, the E-Commerce has become the best alternative for companies in this pandemic period. Small, medium, and large companies found like the best option to move to the electronic commerce, becoming closer to the customer. Also, at the moment of analyze the industry and do research on each of its variables, macroenvironment and micro-environment, E-commerce can be evidenced as an attractive and competitive market for this type of business. The market research methodology was based on a specific sample of the target population. As a result, it was possible to obtain the real needs of people who purchase skin care products through a virtual store, preferences, amounts and frequency of purchase. In the other hand, the research allowed to identify the product acquisition method and how important are the benefits it provides; this information can be used now to implement a communication strategy.