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

Abstract

The objective of this research project is to determine consumer perception, based on quality, prices, variety, service and shopping environment in small and medium-sized retailers in the canton of Huaquillas. Therefore, quantitative research was carried out by means of consumer surveys. The results obtained provided vital information that helps to understand the behaviour of consumer perception of the variables, giving rise to establish and propose improvement techniques to improve the service and that the companies stand out in the market.