Análisis de los mercados de consumos de diferentes sectores de heladería – frutas en el cantón Machala.

Abstract

The objective of this study is to analyze the factors that have allowed the success of the companies that are dedicated to the sale of ice cream and fruits in the city of Machala, as well as to determine if the sector has presented growth or not during the last years, allowing to provide possible alternatives that if adopted by the economic units, would serve to improve their management and therefore the volume of sales and liquidity; The methodology used is of a quantitative empirical type, since the owners of the ice cream parlors are investigated in a personal way to know elements of judgment that allow to assess that these establishments have the necessary reception to survive the frequent changes that the globalized economy presents; in its relevant part it has updated literature on elements of marketing, innovation and entrepreneurship, important topics that relate to the context of the study; At the end of the study, the author leaves the final conclusions and that relates to the objectives set, highlighting that the factors that have influenced the creation of these companies have been the need for a source of income and the demand that the product has for its climate and good taste of the products, which has made it pleasing to the entire local population and visitors.