Ingeniería en Marketing-Tesis de Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/95

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Browsing Ingeniería en Marketing-Tesis de Pregrado by Subject "Administración"

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    Diseño de un modelo de negocio B2B para la implementación de un nuevo canal de distribución digital de productos e insumos de peluquería para la empresa “X”, soportado en comunicación y transacción para peluquerías clasificadas en categoría A y B en las ciudades de Cuenca y Azogues, para el período comprendido entre 2020 y 2021
    (Universidad de Cuenca, 2022-01-26) Carrión Morocho, René Adrián; Quizhpe Quizhpe, Luis Alberto; Andrade Galarza, Juan Carlos
    Today the internet is one of the main sources of information and transactions for companies, technological progress has allowed companies worldwide to use digital platforms to maintain contact with customers, in this way the ways of satisfying needs have been diversified. and wishes of consumers with the use of the Internet, allowing permanent connectivity. The objective of this work is to design a business model focused on digitizing activities of the distribution process of a company that supplies beauty products, this model is focused on the B2B segment of the company and seeks to create a competitive advantage of easy purchase for the consumer. mentioned segment, all this based on a differentiated value proposal with improvements in customer service, sales and delivery time activities, guaranteeing ease of access to product information and purchase by customers. The model design process begins with a diagnosis of the current situation of the company and the industry where it operates, within the analysis key factors of success, competitors, supply, demand and commercial data of the company are studied that allow clarifying a starting point for the design of the business model, complementing the analysis with market research to facilitate decision-making. Finally, having carried out the analysis of the current situation together with the market study, the design of the business model is carried out with its respective action plan, which is economically and financially supported to know its feasibility and viability
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    Teoría del momento cero de la verdad (ZMOT). Caso de aplicación: millennials en el proceso de compra de smartphones dentro de la ciudad de Cuenca-Ecuador
    (Universidad de Cuenca, 2022-01-27) Toledo Pacheco, Karina Estefanía; Yanza Azaña, Germania Aracely; González Loyola, Pablo Arturo
    This study examines the new moment of truth ZMOT (zero moment of truth) in comparison to the two classic moments of truth FMOT (first moment of truth) and SMOT (second moment of truth) in the smartphone purchase process of the millennial segment in the city of Cuenca-Ecuador for the period 2020- 2021. The research approach is quantitative with a cross-sectional correlational scope. Thedata collection instrument used was based on the questionnaire provided by Google (2011),which was appropriate to the reality and context of this study. The chi-square test and the logistic regression model evaluated the hypotheses. The results revealed no significant difference in the use of ZMOT by gender, marital status, educational level, income level, andage group. In addition, certain new ZMOT moment variables significantly influenced the likelihood of FMOT and SMOT in the purchase decision process.