Estrategias de marketing para las imprentas de la ciudad de Lago Agrio.

Abstract

The main objective of the study was to analyze marketing strategies for printing companies in the city of Lago Agrio through a study applied to them. An exploratory research design was used, collecting primary data through interviews; and conclusive descriptive research to identify the most important characteristics of the subject under study, through the application of a structured survey. The selected probabilistic sample consisted of 379 clients of printing services, which are representative of the economically active and employed population of the city of Lago Agrio, which consists of 25,219. Meanwhile, the interview was conducted with printing owners who are related to the graphic sector and provide their services and expose their experiences. The results showed relevant information on the preferences of printing clients in Lago Agrio, such as the means of obtaining information, preferred payment methods, most required services, influencing factors, price, quality and people who influence their purchasing decision, which was identified as determining information for the research. It is concluded that printing companies in Lago Agrio require marketing strategies where the marketing mix could be embodied as a basis to highlight the services and work extensively in the area of digital marketing.