Estrategias de marketing utilizadas para la satisfacción del servicio de gimnasios en la ciudad Manta.

Abstract

The purpose of this project is to identify the marketing strategies used to satisfy the service of gyms in the city of Manta. In order to know its impact on consumer decisions when choosing a training center or another. To do this, a survey was conducted on 384 people from Manta, in which their affinity for exercising was revealed, specifically 98.2% of the sample. In addition, interviews were conducted with 3 members related to the sports environment, to understand their points of view, who concluded the inability of gyms to adapt to new strategies that recover the market after the covid-19 pandemic. As a result, the most used marketing tactics were obtained, emotional messages on WhatsApp or constant promotions on Instagram. In this way, there is a glimpse of the need to incorporate new ideas of differentiation to the portfolio and promote them in all the gyms in the city.