Influencia de la estrategia comercial en la rentabilidad de empresas del sector camaronero.

Abstract

The purpose of this study was to establish the influence between the commercial strategy, through the marketing mix, and the profitability of companies in the shrimp sector of the Province of Guayas. The method used was quantitative, with a descriptive and correlational scope. To collect the information, a survey was used consisting of 20 questions, of which 16 correspond to the commercial strategy through the marketing mix and 4 related to profitability measured with a Likert scale. The reliability of the instrument was validated through Cronbach's Alpha. Subsequently, the result obtained from the multiplication coefficient was 0.85, it was possible to conclude that the relationship between the variables marketing mix and profitability is direct strong. Additionally, the coefficient of determinations was 72.8%, concluding that the marketing mix variables explain profitability in said percentage. On the other hand, according to Fisher's Statistical Test and Critical Value of F, the results obtained in the determination coefficient are confirmed, that is, that the components of the commercial strategy variable through the marketing mix do influence profitability. In relation to the individual analysis of each variable using the probability indicator, which was compared with a significance level of 0.10, it showed that the variables place and promotion are significant, but not with product and price. However, it is concluded to keep the variables as a whole since in this way they contribute to the equation.