Mix de comunicación para el sector comercial de jeans de la provincia de Tungurahua

Abstract

The commercial sector of jeans of the province of Tungurahua, is one of activities that contribute to the economy of the province since the clothes of jeans fabric are very welcomed by own and strangers, however in recent times has been able to see a diminution in the demand of these products due to the great foreing competition that exists and mainly to the lack of a good marketing communication at the momento of offering their products. For this reason the present research work aims to design a communication mix in which, through the communicative tools it is possible to propose alternative solutions for the problem posed within the study achieving the established objectives. For the development of this research surveys were applied to consumers to know their point of view on the subject and to desing the best communication strategies that contribute to the demand. These results were tabulated and analyzed carefully. After analyzing theoretical information of previous researches and knowing the perspectives and preferences of the consumers the proposal was made known based on the results obtained from the investigation to was designed publicity by means the use of technology specifically in social networks, P.O.P material was also used which enhances the image of business and offered promotions that attract current and potential customers while these activities are aimed at raising the level of demand.