Análisis comparativo de las estrategias publicitarias que aplican las microempresas del sector textil de la ciudad de Riobamba.

Abstract

The purpose of this titling work is to analyze comparatively advertising strategies applied by the textile sector micro-enterprises at Riobamba to propose a positioning methodology in the market through advertising campaign designs. With the help of the consumers, a process of selection and identification of the micro companies dedicated to the manufacture of sportswear in Riobamba was conducted through interviews as instruments that served to personally ask each of the consumers to obtain a reliable result for the investigation. Then, surveys were applied to the selected microenterprises in order to determine the advertising strategies they use to sell their product. The analysis and comparison of the results led to establish conclusions of the study, to identify that the companies of the textile at Riobamba do not use advertising strategies attached to adequate advertising campaigns; on the other hand, the study showed that the most used media according to the public are: the radio, the internet, social networks and newspapers. It was determined it was necessary to design an advertising campaign for the positioning of the micro company "Creaciones Deportivas Chavez" in order to position it in the clothing market in Riobamba, so that the design of an advertising campaign will obtain better results in sales and exhibition of services by the micro company "Creaciones Deportivas Chavez" and thus be permanent in the market of the clothing at Riobamba.