Propuesta para la creación de una microempresa orientada a la comercialización de calzado de cuero para damas en la ciudad de Cuenca

Abstract

In this paper the "Proposal for the creation of a marketing oriented leather shoes for ladies in the city of Cuenca microenterprise", where the origin of the footwear, models, designs and colors are detailed explained. Similarly a diagnosis on a sample of the target market in the city of Cuenca was performed to determine the factors that influence the buying decision. Besides a financial study was conducted to determine whether the project could be profitable in the market and accepted by people.