Análisis de la percepción del consumidor de la calidad, precios, variedad, servicio y ambiente de compra de las pequeñas y medianas comercializadoras de la ciudad de Machala.

Abstract

This study aims to analyze consumers' perceptions of the quality, prices, variety, service, and shopping environment offered by small and medium-sized retailers in the city of Machala. To achieve this, a quantitative research approach will be conducted by applying surveys to a representative sample of consumers. The analysis results will identify strengths and weaknesses of PYMES in these areas and provide recommendations to enhance the consumer shopping experience and increase the competitiveness of the businesses. With this information, PYMES can design more effective strategies to attract and retain customers, improve their reputation, and increase profitability in an increasingly competitive market.