Marketing mix strategies for the recognition of an optician in the city of Guayaquil

Abstract

Developing marketing mix strategies for the recognition of an optician since its inception from June 2015 was the objective of this research. Despite the good quality of service that the microenterprise offers, it has not been able to obtain adequate recognition in the area of ??optometry. This is a field investigation, in which the inhabitants of the city of Guayaquil, place of location of the optician, were considered as the study population, with a sample of 344 people to collect information through surveys, thus managing to determine the preference of the consumers before the service that is offered, also carried out interviews with the owner of the microenterprise and with a professional from the area. Through the analysis carried out on the results obtained, it was possible to determine the competent marketing mix strategies to achieve recognition of the service. In the course of this investigation, it was possible to detect and analyze the importance of marketing mix strategies in companies to achieve significant levels of sales and brand recognition, with the purpose of proposing pertinent improvements to microenterprises.