Browsing by Author "Castillo Serrano, Juan Fernando"

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Determinants of income for multilevel distributors in Cuenca
(2020) Astudillo Durán, Silvana Vanessa; Castillo Serrano, Juan Fernando; Ortiz Reyes, Fabian Rodrigo
Objective: This paper analyses the variables that significantly influence the income for the distributors of a multilevel marketing company in Cuenca (Ecuador), an activity that has grown in recent years in terms of workers and income in the country. Methodology: A cross-sectional descriptive study was conducted with 92 distributors and a multiple regression was applied to optimize the variables that impact the income they obtain from multilevel direct sales. Results: The results indicate that the majority of multilevel distributors are female, their level of education corresponds to basic and intermediate level, with moderate experience in business. Moreover, it is clear that seniority in the company, purchases and training are positively related to the income for the distributors. Originality/relevance: The research is relevant for multilevel distribution entrepreneurs to design more specific strategies that have an impact on distributor sales. Theoretical/methodological contributions: This analysis contributes to the empirical literature on the nature of multilevel selling in Ecuador, and also provides an analysis of this retail business in the third largest city in the country.
Impacto del Visual Merchandising en recordación de marca y preferencia de compra entre marcas de calzado deportivo para la tienda Marathon Sports ubicada en el Mall del Río en la ciudad de Cuenca, año 2017
(2018) Cordero Maldonado, Ana Liz; Cordero Garzón, Tania Carolina; Castillo Serrano, Juan Fernando
The present research work aims to know the impact that visual merchandising has in the recall of brands applied in the store Marathon Sports, as a result, to know the TOM, by its abbreviations in English (top in the mind of the consumer in a category) and the purchase preferences of sports shoes of the marks: Adidas, Nike and Puma. Currently, there is a great diversity of brands in imported sports footwear. However, the buyer may not know the benefits that each of them gives, being important that the product is displayed and organized correctly to facilitate the purchase decision. Merchandising is a strategy, that more than just influencing consumer behavior, it is also responsible for the store design, decoration of shop windows, lighting, exhibitors and environments. For Santamaria (2014), it is conceived as the subjective judgment of a consumer about the excellence or superiority of the product. At present, there are no studies focused on knowing because a brand type of sports shoes is preferred. Therefore, it is considered necessary to investigate some variables within the commercial process at the time of making the purchase, so that the present work is focused on determining the influence of visual merchandising on the brand recall and purchase preference of certain globally recognized brands. It was possible to verify the relationship of the visual merchandising with the purchase preference and brand recall.
Importancia a los comentarios en redes sociales, como un factor de decisión en la elección de restaurantes que aún no conocen, entre los millennials de 25 a 35 años con estudios universitarios, frente a la generación x de 40 a 50 años, que viven en Cuenca
(2018) Cañizares Alvarado, Carlos Alberto; Patiño Mosquera, Gustavo Andres; Castillo Serrano, Juan Fernando
Social networks have positioned themselves as a powerful communication tool, with a great incidence in people’s decisions where purchasing is concerned, an aspect that becomes clearly evident with businesses connected to culinary art. However, this incidence does not have a homogenous character. There is a difference according to the age group to which each person belongs. It has been possible to demonstrate that the incidence of comments made through social media about the service and quality of restaurants is different for Millennials than for Generation Xers of the city of Cuenca. The relationship generated between these two groups presents different views and is marked by their different interests and preferences. Electronic word of mouth, however, is information that can influence when choosing a restaurant, and there lies its value to consider it as a non-traditional publicity tool, which needs to be taken into consideration by restaurants and other businesses having to do with gastronomy. The phenomenon known as prosumers, which describes current consumers constituted from new media provided by information technology, it is evident in food businesses.
Influencia de la publicidad digital sobre el posicionamiento de marca en millennials de la ciudad de Cuenca en la categoría automóviles de origen chino periodo 2022
(Universidad de Cuenca, 2023-10-24) Mora Sinchi, Pablo Andrés; Castillo Serrano, Juan Fernando
The main objective of this research was to determine the impact of digital advertising on brand positioning among millennials in the city of Cuenca, in the category of Chinese-origin automobiles during the 2022 period. This research employed a qualitative and quantitative approach, utilizing a non-experimental design with a cross-sectional and descriptive correlational research level. The sample consisted of 326 individuals and 4 experts, and the techniques used included surveys and interviews. Two questionnaires with semi-structured questions served as the research instruments. The main results revealed a perfect relationship between the variables of digital advertising and brand positioning among millennials, with a correlation value of 0.967. It was concluded that there is a statistically significant relationship.
Modelo de gestión comercial para el servicio de corresponsales solidarios en la zona de Paute de la Cooperativa de Ahorro y Crédito Jardín Azuayo, período 2016
(2018-06-18) Tamay Peralta, Nelly Angélica; Castillo Serrano, Juan Fernando
Cooperativa de Ahorro y Crédito Jardín Azuayo is a solvent financial institution, It has been registered as the second largest cooperative in Azuay. It was founded in 1996; After, Josefina’s disaster with the principal aim of the creation of hope for the Paute’s population. Jardín Azuayo creates a channel of non – banking correspondents, and they have create to the rural areas or the marginal of the South of Ecuador. The aim is bringing the service to the customers with quality, and it allows to save time and money to the customers of the communities, because they do their transactions near to home. Solidarity correspondents are profitable cannel with a favorable financial evaluation; However, Jardín Azuayo has done publicity but they have done a traditional method called Word of mouth marketing (WOMM, WOM marketing). The cashier informs to the customers about the interest rates or any event that they will do. This method is more efficient than an advertising impact, the customers recommend about good experience to other people around them. It is a good strategy to attract new customers to the institution.
Neuromarketing como herramienta de evaluación de la respuesta emocional
(Universidad Autónoma de México, 2020) Castillo Serrano, Juan Fernando
Propuesta de procesos y políticas de análisis de factibilidad de nuevos productos para la empresa Corporación Azende Cia. Ltda
(2019-11-06) Guillén Merchán, María Claudia; Castillo Serrano, Juan Fernando
The present integrating project has the objective of making a proposal of the processes and policies to be followed to determine the feasibility of new products prior to its launch for the Azende Corporation. This project arose as a result of a previous analysis of the company, in which it was determined that due to the lack of procedures and policies for the feasibility analysis of new products, many of these fail after being launched to the market. For this reason, a series of studies and analyzes are proposed that must be carried out to reduce the risk of launching a product and that it fails in the market. Among these studies we find the market, technical, administrative - legal and economic - financial study. All these, when carried out and reviewed together, allow decisions that are crucial for the company, since they would avoid wasting resources on products that the market does not demand or that are not profitable for the company. Additionally, policies are established that will guide the decisions made on the data obtained in each of the studies; and clearly diagrammed procedures. As a consequence, Corporación Azende is expected to incorporate this proposed manual to improve the use of its resources, so that these are always destined to generate products that the market seeks, that are technically and administratively viable and that will generate economic benefits for the company.