Ingeniería en Marketing-Tesis de Pregrado

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

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Análisis de la cobertura y accesibilidad en la expansión de los canales de distribución del sector retail: El caso de Megamaxi y Supermaxi en Cuenca
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-04-07) Morocho Suquitana, Wilmer Fernando; Pesántez Vicuña, Saúl Fernando
This study analyzes the customer churn intention from Supermaxi branches towards the Megamaxi in the urban area of Cuenca. With a sample of 249 consumers, 10 hypotheses were evaluated through three constructs: coverage, accessibility, and service. These were assessed using bivariate Kendall's Tau-B correlations for ordinal variables, as well as ordinal regressions (PLUM). The methodology is mixed; that is, the preliminary part is exploratory, where structured observation revealed some variables to be tested in the second stage. The conclusive part, analyzed through a survey technique, was validated with Cronbach's Alpha, respecting internal consistency standards (above 0.7) in its constructs and subconstructs, thus ensuring its reliability. Regarding sample delimitation, it was based on proportional allocation relative to the 15 urban parishes of Cuenca. For selecting sampling elements, a two-stage technique was employed, prioritizing zone, sector, and block; dividing each stratum, selecting them randomly, and these in turn divided by blocks, in order to randomly choose a dwelling, respecting the target group's requirements; otherwise, the next dwelling in clockwise direction would be selected. The results show that location (H1), reference zone (H2), expansion services (H3), travel time (H5), specialty services (H6), price perception (H7), private labels (H9), and premium brands (H10) are statistically significant, with varying degrees of incidence. Meanwhile, proximity (H4) and service quality (H8) are not statistically significant.
Análisis de nivel de influencia de la promoción de ventas en la percepción del consumidor a la marca. Caso de estudio: Dulce Compañía
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-27) Lozada Marín, Katherine Priscila; Urgilez Parra, Karla Brigith; Pesantez Vicuña, Saul Fernando
Sales promotions also generates an impact on the perception of the brand. This article seeks to determine the level of influence of the types of sales promotion on the consumer's perception of the Dulce Compañía brand in two of the key dimensions of Brand Equity; brand image and brand association. The study was carried out in two methodologically complementary stages. In the first an exploratory nature, focus groups were carried out with the aim of defining the items of the survey applied later, as well as to identify elements for the design of sales promotions. In the second stage, a quasi-experimentation was carried out with a quantitative approach, its inferences are inconclusive, made up of a control group and four treatment groups: price promotions with more accessible participation policies (Price 1), price promotions with restrictions on their participation policy (Price 2), product promotions and environment promotions, which followed a pre-test-treatment-posttest structure, which helped to compare measurements before and after treatment application. For the statistical analysis of the data obtained, a principal component was applied, in the first instance, to reduce dimensions and synthesize it into representative components. Subsequently, a difference-in-difference analysis was applied by means of linear regression, with the aim of estimating the effect of each promotional treatment compared to the control group. One of the main findings of the study is that no statistically significant effects were identified between the different types of promotions on sale and the consumer's perception of the Dulce Compañía brand in the dimensions analyzed.
Influencia del estilo de vida sobre la confianza de los consumidores cuencanos hacia tiendas online de vestimenta
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-26) Chávez Orellana, Juan Andrés; Lazo Melendres, Andrés Ismael; Pablo Arturo González Loyola
This study analyzed the relationship between web-based lifestyle, consumer trust, and purchase intention toward online clothing stores in Cuenca, Ecuador. Using a crosssectional quantitative methodology and structural equation modeling (SEM), a sample of 203 digital consumers aged 18 to 35 was evaluated. Findings revealed that 54% of respondents purchase clothing online, showing a marked preference for websites over other channels. The SEM model confirmed that lifestyle significantly influences trust, with both factors being critical determinants of purchase intention. Security and integrity emerged as the strongest pillars of trust, while the remaining of the population resists online shopping due to payment security concerns and the need for physical product inspection.
Percepción sensorial, experiencia de consumo y actitud del consumidor de la Generación Z frente al agua embotellada en envases reciclados en Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-10) Urgilés González, Dayanna Marisol; Chávez Arévalo, Pedro David; González Loyola, Pablo Arturo
Currently, packaging has become an important marketing tool, as it not only fulfills a protective function, but also acts as a communication element that can influence the consumer's perception and evaluation of the product. In this context, the use of recycled packaging has gained relevance in everyday consumer products such as bottled water, especially among young consumers who are sensitive to environmental issues.The research analyzes the effect of packaging material on sensory perception, consumption experience, and consumer attitude among Generation Z in Cuenca, Ecuador. An intra-subject experimental design was applied with a blind phase and an informed phase, comparing recycled plastic (rPET) and virgin plastic (PET) packaging. The results show that there are no significant sensory differences when consumers do not receive information about the packaging; however, when environmental information is provided, the ecological rating of the packaging improves, although this effect does not translate into greater purchase intention or product recommendation.
Intensificadores transitorios y sus influencias en las expectativas de los usuarios de centros de fisioterapia. El caso de Recovery en Cuenca-Ecuador
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-26) Cedeño Lucas,Andy Joel; Morocho Muzha, Luis Alberto; Pesántez Vicuña, Saúl Fernando
This study examines the influence of transitory intensifiers on the formation of expectations among physiotherapy users, using the “Recovery” Center in Cuenca, Ecuador as the case of analysis. The main purpose is to determine how these intensifiers, such as recent pain, sudden injuries, or specific urgencies, alter users’ perceptions and expectations of physiotherapy services. The research was conducted in two stages. The first corresponded to an exploratory phase in which focus groups were used to identify relevant variables and understand users’ initial expectations. The second was a conclusive, descriptive, cross- sectional stage based on the application of a structured survey to a representative sample of users. The results show that most individuals seek care at the center due to a transitory intensifier, primarily recent pain or a sudden injury. Findings reveal that users experiencing transitory intensifiers exhibit differentiated expectations. Those who attend due to recent pain prioritize receiving relaxing massages and empathy from the physiotherapist, while those dealing with a sudden injury consider it more essential to have a detailed and personalized treatment plan. Additionally, users attending scheduled appointments expect a personalized service but do not place as much importance on the physical environment. Finally, the study identifies that all users, regardless of their reason for consultation, maintain high expectations regarding a thorough evaluation of their condition, the professional competence of the physiotherapist, and the availability of secondary and complementary services, which are highly valued.
Identidad de Marca y Estrategia de Comunicación Publicitaria para un supermercado en la ciudad de Cuenca
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-25) Alvarez Calle, Christian Israel; Iñiguez Reyes, Julián Daniel; González Loyola, Pablo Arturo
This technical report delineates a comprehensive branding and advertising strategy designed for a municipal supermarket in Cuenca, Ecuador. The primary objective is to engineer a robust visual and narrative system that distinguishes the establishment within the retail sector. By leveraging attributes such as local provenance, food sovereignty, and commercial efficiency, the proposal positions the supermarket as a high-value alternative to established private retail chains. Adopting a qualitative-descriptive methodology, the research integrated a benchmarking analysis of seven key competitors, a digital advertising audit, and focus group sessions. The findings indicate that consumers in the Puertas del Sol district (middle and upper-middle socioeconomic strata) prioritize convenience, product freshness, and transparency. A critical insight emerged regarding the primary barrier to entry: the perception of "institutional coldness" frequently associated with public sector management. To neutralize this friction, the strategy is anchored in brand anthropomorphism through the "Sra. CUMA" persona a figure designed to humanize the institution and serve as an emotional bridge between rural producers and urban consumers. The study concludes that successful market positioning hinges on a professional visual identity that elevates the perceived quality of fair- trade commerce. Furthermore, the proposal ensures project sustainability through an optimized advertising investment of $300 to $350 per week, guaranteeing a consistent and impactful reach within the target demographic.
Efectos Cognitivos, Afectivos Y Conativos Del Emplazamiento Sutil Y Explícito De Cosméticos En Producciones Audiovisuales En Mujeres Jóvenes Cuencanas
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-24) Auquilla Tenesaca, Erika Janina; Peña Lluguay, Jessica Alexandra; González Loyola, Pablo Arturo
This research analyzes the effectiveness of subtle and explicit product placement within the cosmetic sector, in an environment characterized by traditional advertising saturation and the relevance of makeup as an expression of identity and emotional well-being in young women. The study addresses the lack of empirical evidence in the context of Cuenca, Ecuador, evaluating the impact of these strategies across cognitive, affective, and conative dimensions, grounded in Lavidge and Steiner’s Hierarchy of Effects model. The central objective was to determine how product prominence in audiovisual content influences the decision-making process of local consumers. Methodologically, a quantitative approach was applied through a quasi-experimental, explanatory-comparative design. The sample consisted of 90 young women, randomly assigned to three groups: control, subtle placement, and explicit placement. Participants were exposed to a controlled audiovisual stimulus and subsequently evaluated using a structured and validated survey instrument. The findings reveal that explicit placement significantly enhances brand recall (H1), whereas the subtle format is more effective at triggering initial interest through information-seeking behavior (H3). Regarding the affective dimension (H2), no statistically significant variations were recorded, suggesting that pre- existing attitudes remain stable after single-exposure stimuli. Furthermore, a strong association was identified between the type of placement and the preference hierarchy in brand rankings. It is concluded that the effectiveness of brand placement is contingent upon the strategic objective, providing scientific guidelines to optimize advertising communication and investment within the regional market.
Estatus percibido, presión social e interna como impulsores de la intención de compra de smartphones de gama alta: Un enfoque desde el comportamiento del consumidor aspiraciona
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-23) Monge Quituisaca,Jessica Carolina; Peñafiel Villa, Nathalia Carolina; González Loyola, Pablo Arturo
This academic article aims to analyze the influence of perceived status, social pressure, and internal pressure on the intention to purchase high-end smartphones, from the perspective of aspirational consumer behavior in the centennial generation. This research arises from the growing importance of technological goods as symbols of prestige and social belonging, especially among young people whose purchasing decisions are motivated by symbolic, emotional, and social factors. Using a mixed approach, the study will be conducted in the city of Cuenca and will combine a qualitative phase, using focus groups, with a quantitative phase based on Likert scale surveys. The study analyzed centennials in the city of Cuenca using a structural equation model to assess how perceived status, social pressure, and internal pressure influence the intention to purchase high-end smartphones. The results indicated that the measurement model had adequate validity and, in the structural model, only internal pressure showed a positive and significant effect on purchase intention, while perceived status and social pressure did not show any relevant direct influence. Taken together, these findings suggest that the purchase decision is mainly explained by personal and self-evaluative motivations rather than the search for social acceptance.
Estudio de mercado exploratorio sobre luminarias LED personalizadas para el sector de la construcción para “Galvanizado”
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-11) Coronel Quezada, Erika Daniela; Verdugo Coronel, Lesly Fernanda; Orellana Vazquez, Kevin Fernando; Coronel Pangol, Katherine Tatiana
This exploratory market study evaluates the feasibility of the company "Galvanizado" entering the custom LED lighting market for the construction sector. The environmental analysis confirms a favorable juncture, driven by regulatory compliance and tariff incentives. Through qualitative analysis and expert interviews, the study identified a market saturated by mass imports and polarized between rigid brands and low-cost, standard-quality products. Although competing on price in the mass housing segment is deemed unviable, a strategic opportunity was detected in the commercial and industrial segments. In these niches, professionals prioritize technical customization, after-sales support, and the availability of spare parts. It is concluded that market entry is viable if the company implements pertinent strategies, leveraging its flexible manufacturing and regulatory compliance (IEC/ANSI) to address the component shortage currently affecting the market.
Publicidad con enfoque humorístico versus formal: estudio comparativo del efecto en la actitud hacia la marca de centros de medicina estética en Cuenca
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-19) Calle Vintimilla, Patricia Sthefany; Cherres Fajardo, Diana Sofia; González Loyola, Pablo Arturo
The style of advertising messages is a key component in the communication of aesthetic medicine services. In this context, the use of humor as a communicative resource generates debate due to its possible incongruence with the medical nature of the service. This study comparatively analyzes the effect of a humorous advertising approach versus a formal one on brand attitude toward aesthetic medicine centers in the city of Cuenca. The objective of the research was to evaluate how both advertising styles influence the cognitive, affective, and behavioral dimensions of brand attitude. A quantitative approach with a quasi-experimental design was employed, applying audiovisual stimuli to a sample of young individuals belonging to Generation Z. Data collection was carried out through a structured questionnaire administered in a pretest and posttest format. The results show that the humorous approach generates greater emotional activation and a more favorable behavioral predisposition, particularly in purchase and recommendation intentions, while no significant differences were observed in credibility, message comprehension, or perceived professionalism compared to the formal approach. It is concluded that humor can be a communicatively valid resource in aesthetic medicine when applied strategically. The findings are limited to the urban context of Cuenca and to a specific age group.
Impacto de los Influencers Virtuales frente a Humanos en Instagram: Un Estudio Comparativo de Productos en Cuenca
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-18) Cárdenas Robalino, Joselyn Ivonne; Pillco Contreras, Melany Alejandra; González Loyola, Pablo Arturo
Influencer marketing, together with artificial intelligence, has given rise to the era of virtual influencers. This study aims to identify whether there are differences in the influence exerted by AI-generated influencers and human influencers, based on the variables of authenticity, credibility, attitude, and engagement. The methodology was developed in two stages. In the first stage, a focus group was conducted to gather key information for the variables later included in the survey used as the conclusive method. A non-probability sampling approach was adopted, focusing on men and women between 19 and 34 years of age living in the city of Cuenca. In the second stage, two questionnaires were administered, one for each type of influencer. The Mann–Whitney U test, a nonparametric statistical test, was used to analyze the data. The results showed no significant differences between the groups across any of the variables, indicating that participants perceived both types of brand endorsers in a similar way. One of the main findings of the study is that most respondents would be willing to interact with influencer content, although some still expressed reluctance to follow them. In addition, participants in both groups were unable to identify whether the videos shown in the survey had been created by a human content creator or by artificial intelligence. These findings are relevant for companies that allocate marketing budgets to this form of digital advertising, as they provide useful insights for deciding whether to work with a virtual influencer or a human influencer.
Análisis de los factores que impulsan el consumo de productos agroecológicos en Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-17) Landi Conce, Erika Patricia; Ochoa Baculima, Brian Roman; Cordero Ahiman, Otilia Vanessa
The consumption of agroecological products has gained relevance as a response to the growing concern for health and environmental sustainability. From a marketing perspective, these consumption decisions are explained through value perception that integrates both personal and social benefits. In this context, the objective of this study was to analyze the factors influencing the consumption of agroecological products in Cuenca, Ecuador, with emphasis on health care as the main determinant of consumer behavior. The research was conducted under a quantitative, cross-sectional approach using primary information obtained through a survey applied to a sample of 384 individuals selected through simple random sampling. Data analysis was carried out using statistical techniques, including Pearson’s Chi- square independence tests (χ²), binomial logit regression models (BLM), and ordinal logit models (OLM), in order to identify the factors associated with both the probability and the frequency of agroecological product consumption. The results show that health is the factor with the greatest explanatory power in agroecological consumption. Likewise, educational level and knowledge about these products are mainly associated with the probability of consuming them, while variables such as price, place of purchase, income level, and food expenditure are more relevant in determining consumption frequency. The findings indicate that health acts as the central axis of consumer behavior, interacting with social, economic, and market access factors.
Elementos de la servucción y su relación e influencia con las estrategias de tangibilización, para la toma de decisión de una Academia de Danza en Cuenca 2025.
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-17) Fernández Pino, Samantha Estefanía; Guerrero Quinde, Julissa Belén; Pesántez Vicuña, Saúl Fernando
This thesis focuses on analyzing how elements of service production (infrastructure/environment), service provider, other clients, and tangibles strategies, as well as price and brand positioning, influence users’ decision-making when selecting a dance academy in the city of Cuenca. A sequential methodological approach was employed, beginning with an exploratory qualitative phase using interviews and focus groups. Following this phase, several key dimensions emerged, allowing for the development of a tentative questionnaire for the subsequent quantitative phase. Primary data was collected through a survey administered to a sample of 199 individuals selected using stratified sampling. The quantitative phase analysis employed descriptive statistical techniques, non-parametric tests, and hierarchical and ordinal regressions. The results show that decision-making in dance academies is based on a comprehensive evaluation of the service's value. Infrastructure indirectly influences the decision through price perception. The service provider emerges as a decisive factor, given that their technical and interpersonal skills generate statistically significant differences. Furthermore, interaction with other clients reveals that users not only evaluate the quality of instruction but also how they feel interacting with other students during classes. Thus, perceived positioning reduces uncertainty and strengthens perceptions of professionalism and differentiation.
Estrategias de Comercialización y Trade Marketing para "Eco Materia"
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-10) Fernández Carpio, Samantha Michelle; Barrezueta Ortiz, Mishel Ariana; Pesántez Vicuña, Saúl Fernando
The objective of this project is to design marketing strategies for Eco Materia's cat litter product, focusing on its distribution within the Cuenca market. The study arises from the need to expand the product's commercial presence in strategic points of sale in the city and strengthen its positioning in the face of established competition and consumers with high quality demands. A mixed approach was used to conduct the study, integrating an analysis of the internal and external environment, a competitive benchmarking assessment, and a survey of the distribution channel. The main findings revealed that the attributes most valued by the channel are competitive pricing, performance, and sustainability, factors consistent with the brand identity. However, a critical opportunity was identified in optimizing profit margins for the distributor and improving delivery logistics. Consequently, marketing strategies are proposed that aim to strengthen the physical presence of the product, optimize relationships with distributors, and enhance commercial communication in the physical environment. In this way, the project provides a strategic basis for Eco Materia to increase its market share in Cuenca, consolidating a value.
Análisis de los elementos de servucción y su efecto en la expectativa del turismo médico especializado en Cuenca
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-03-10) Criollo Erreyes, Gina Mishell; Vintimilla Cuzco, Fabiola Salome; Pesántez Vicuña, Saúl Fernando
The present study analyzes how servuction elements (service provider and infrastructure) influence the specialized medical tourist who travels to Cuenca to receive medical care. Likewise, factors such as the situation of use and satisfaction are evaluated. The research was developed in two stages: an exploratory stage, in which interviews were conducted to deepen the understanding of the study variables and their elements; and a conclusive stage, in which a survey was applied with items constructed based on the exploratory phase. The results showed that there is indeed a relationship between the elements considered important regarding the service provider and infrastructure, although only in certain factors. On the other hand, the situation of use is not related to the level of satisfaction of the medical tourist. In addition, it was determined that the majority of respondents consider the service provider more important in medical care than infrastructure. Furthermore, additional analyses were conducted to identify possible relationships that would complement the study. For example, the relationship between demographic variables and the study variables (servuction elements, expectation, situation of use, and satisfaction), the hospital attended by the participants and, again, the study variables, and so on. These yielded results only in certain cross-tabulations.
Factores que Influyen en la Preferencia de Visitar Destinos Turísticos: Caso Mirador de Turi
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-02-24) Ordóñez Sigua, Diana Carolina; Sánchez Guzmán, Christian Sebastián; Astudillo Durán, Silvana Vanessa
This research analyzes the factors that influence tourists' preference for visiting the Mirador de Turi, an iconic attraction in the city of Cuenca, Ecuador, in the context of the growing dynamism of the national tourism sector and the consolidation of the city as a destination of interest. The study delves into the impact of attractions, accessibility, services, promotion, and motivations on the decision to visit, with particular emphasis on the relationship between accessibility and promotion as key determinants. Methodologically, a quantitative approach with a cross-sectional analytical design was applied, using surveys of 356 domestic and international tourists during June 2025. Subsequently, a factor analysis was developed that allowed for the structuring of five main dimensions considered by visitors when choosing this site. The findings provide relevant information for local tourism managers, facilitating the design of marketing strategies aimed at attracting and retaining tourists, thus strengthening the competitiveness of the Mirador de Turi. Finally, the results highlight the need to deepen the understanding of the specific elements and motivations behind the choice of this attraction, especially in relation to the impact of accessibility and promotion on the decision to visit it.
Efectividad persuasiva de la publicidad digital en redes sociales en las preferencias de compra de preservativos por adultos emergentes en la zona urbana de Cuenca
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-02-11) Contreras Cordero, Joseline Anahi; Villavicencio Asmal, Pablo de Jesus; Pesántez Vicuña, Saúl Fernando
Digital advertising on social media has gained traction as a tool for influencing purchasing preferences, especially among Young Adults. In this context, the present study aims to analyze the degree of persuasive influence that condom advertising has on purchasing preferences related to a product as a method of contraception. The study was conducted in two methodological stages. First, exploratory research was carried out through a focus group made up of young adults with previous exposure to digital advertising related to the product. Subsequently, a conclusive descriptive study was carried out, applying a structured and validated survey to a representative sample, to test the hypotheses put forward. The results confirmed a significant relationship between the frequency of exposure to digital advertising on networks such as Facebook, Instagram, and TikTok, and persuasion in purchasing preference. However, no statistically significant relationship was found between such exposure and understanding of the product in its functional category as a contraceptive method. Taken together, these findings confirm the applicability of digital advertising to influence young consumer decisions, highlighting its strategic role in preference building, albeit with limitations in communicating the core benefit in depth.
Estudio comparativo de los niveles de satisfacción entre las generaciones Millennials y X luego de la aplicación de estrategias de recuperación del servicio. Aplicado a D´Galia restaurant ubicado en la ciudad de Cuenca
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-01-08) Avilés Montenegro, Juan Pablo; Díaz Suárez, Anthony Alexander; González Loyola, Pablo Arturo
Currently, understanding customer behavior has become a key tool to improve retention and loyalty, especially in sectors such as gastronomy, where the consumer experience plays a decisive role. This study focuses on comparing the satisfaction levels of Millennials (Generation Y) and Generation X after the implementation of service recovery strategies at D’Galia restaurant, located in the city of Cuenca. Both generations have proven to be economically active and represent the segments with the highest frequency of visits to the establishment, making it essential to understand how they react to service failures to enable the restaurant to implement more effective and personalized actions.The research adopts a quasi-experimental design in which the variable “food delivery delay time” is manipulated to simulate a service failure, followed by the application of specific recovery strategies. Control and experimental groups from both generations are used to observe significant differences in satisfaction levels, emotional reactions, and perceived effectiveness of the implemented strategies. The objective is to provide valuable information about the two generations in relation to delays in the delivery time of dishes during service.The results show no significant differences in satisfaction or perceived service effectiveness between generations. However, the experimental Generation X group (XE) expressed greater anger and surprise at the food delivery delay, revealing emotional differences compared to the experimental Millennials group (YE).
Plan de publicidad para redes sociales para Cooperativa de Ahorro y Crédito La Esperanza
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2025-10-08) Arias Pineda, Pablo Mateo; Castro Cárdenas, Milton Isaías; Duchitanga González, Julio César; Gadvay Cuñez, Jessica Tatiana; Pintado Criollo, Josué Mateo; González Loyola, Pablo Arturo
This digital advertising plan for the La Esperanza Savings and Credit Cooperative is presented as a strategic proposal to strengthen institutional identity and enhance member relationships in digital environments. Using a mixed-method approach, both primary and secondary sources of information were analyzed to understand perceptions regarding the main communication pillars. The findings reveal limitations in the recognition of the educational pillar, a strong dependence on Facebook as the main channel, the absence of a clear guiding concept, and lower digital presence compared to competitors. In response, the central concept “For those who never give up” is proposed, emphasizing the value of individual and collective effort. The plan includes a brand brief, storytelling strategy, content calendar, and an action timeline with defined KPIs, all aimed at segmenting messages and aligning communication with cooperative values of trust, transparency, and solidarity. This proposal seeks to strengthen community identity and improve member loyalty in a competitive market undergoing constant digital transformation.
Tipología de socios para la Cooperativa de Ahorro y Crédito Raíces Andinas
(Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2025-09-30) Abad Castro, Ariana Alejandra; Alvarado García, David Sebastián; Arce Tenesaca, Grace Edith; Guichay Álvarez, Esteban Paúl; Zambrano Guarango, Jessica Alejandra; González Loyola, Pablo Arturo
This research identifies and classifies the migrant members of the Raíces Andinas Savings and Credit Cooperative, located in Ecuador, by analyzing the institution's data from the first quarter of 2020 to the first quarter of 2025. The migration phenomenon intensified in the country at the end of the 1990s due to the financial crisis, creating a strategic segment of Ecuadorians residing mainly in the United States. These members are key due to the volume of remittances they send and their potential to maintain long-term financial relationships. In this context, the absence of a technical segmentation that allows the cooperative to effectively tailor its financial services for this segment was identified. To address this need, advanced techniques such as Principal Component Analysis (PCA) and the K-Means unsupervised clustering algorithm were applied, leading to the identification of three profiles: traditional members (financially solid with minimal risk), multiservice tech-savvy members (highly transactional), and financially risky members (high default rates). These findings enable the design of differentiated strategies for loyalty building, default prevention, and increased service usage through tools such as promotions, membership programs, service-oriented cross-selling, and preventive calls. Ultimately, this research contributes to financial inclusion, improves institutional efficiency, and aligns with the Sustainable Development Goals, particularly in reducing inequalities and promoting economic growth. This approach strengthens data-driven decision-making within Ecuador’s popular and solidarity-based financial system.

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