The impact of strategies in the marketing mix of MSMEs in the Purísima Aguascalientes, Mexico
This research was conducted in order to ascertain the impact of the strategies in the Marketing mix of MSMEs in the area of the municipality of Aguascalientes Purisima. A quantitative study was conducted using a descriptive correlational, crosssectional model, applying the instrument to a sampl...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Spanish |
| Published: |
Instituto Tecnológico Metropolitano
2015-07-01
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| Series: | Revista CEA |
| Subjects: | |
| Online Access: | https://revistas.itm.edu.co/index.php/revista-cea/article/view/125/129 |
| Summary: | This research was conducted in order to ascertain the
impact of the strategies in the Marketing mix of
MSMEs in the area of the municipality of
Aguascalientes Purisima. A quantitative study was
conducted using a descriptive correlational, crosssectional
model, applying the instrument to a sample
of 133 owners of microenterprises in the business
sector in La Purísima. For the data analysis, the
statistical technique of linear regression with the
support of SPSS version 20 was used. The results
showed to be meaningful, i.e., exploratory and
defensive strategies have a greater impact on the
Marketing mix compared to the analyzer and reactive
strategies. It is a crucial aspect that the owners of
these companies decide to use the market research,
since this would allow them to know what the market
is demanding and what specialized marketing
techniques can be used for the Marketing mix to
evolve and reflects the market changes. |
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| ISSN: | 2390-0725 2422-3182 |