Las tic´s y su incidencia en la productividad de las comercializadoras de ropa de la provincia de El Oro.

Abstract

The use of ICTs in all marketing companies is considered as an element that allows and creates an increase in competitiveness through greater productivity, profitability and efficiency, allowing companies to achieve economic growth by standing out from their competitors through innovation and technology. This paper analyses the importance of ICTs for increasing productivity in clothing retailers in the province of El Oro, analysing the impact of ICTs on productivity and identifying which ones are most used by retailers. The results generated through surveys and interviews that were applied to both customers and owners of the retailers that are located in the province of El Oro, specifically in cities such as Machala, Huaquillas, Piñas and Santa Rosa, which have the largest trade and population, show that currently most businesses that use ICTs generate more sales and income because thanks to technological tools such as social networks they can sell online, promoting and publicising the variety of their products to more people, making sales with shipments to different parts of the city where they are located.