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 |
| _version_ | 1818309630072193024 |
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| author | Gabriela Ortiz Delgadillo Roussell Li-erth Toraya Pedroza Oscar Femat Esparza |
| author_facet | Gabriela Ortiz Delgadillo Roussell Li-erth Toraya Pedroza Oscar Femat Esparza |
| author_sort | Gabriela Ortiz Delgadillo |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-13T07:33:13Z |
| format | Article |
| id | doaj.art-d73c6797dffb4d4494b79a93003d40e4 |
| institution | Directory Open Access Journal |
| issn | 2390-0725 2422-3182 |
| language | Spanish |
| last_indexed | 2024-12-13T07:33:13Z |
| publishDate | 2015-07-01 |
| publisher | Instituto Tecnológico Metropolitano |
| record_format | Article |
| series | Revista CEA |
| spelling | doaj.art-d73c6797dffb4d4494b79a93003d40e42022-12-21T23:55:09ZspaInstituto Tecnológico MetropolitanoRevista CEA2390-07252422-31822015-07-0112496110.22430/24223182.125The impact of strategies in the marketing mix of MSMEs in the Purísima Aguascalientes, MexicoGabriela Ortiz Delgadillo0Roussell Li-erth Toraya Pedroza1Oscar Femat Esparza2Universidad Politécnica de AguascalientesUniversidad Politécnica de AguascalientesUniversidad Interamericana para el DesarrolloThis 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.https://revistas.itm.edu.co/index.php/revista-cea/article/view/125/129Marketing mixStrategiesand MSMEs business sector |
| spellingShingle | Gabriela Ortiz Delgadillo Roussell Li-erth Toraya Pedroza Oscar Femat Esparza The impact of strategies in the marketing mix of MSMEs in the Purísima Aguascalientes, Mexico Revista CEA Marketing mix Strategies and MSMEs business sector |
| title | The impact of strategies in the marketing mix of MSMEs in the Purísima Aguascalientes, Mexico |
| title_full | The impact of strategies in the marketing mix of MSMEs in the Purísima Aguascalientes, Mexico |
| title_fullStr | The impact of strategies in the marketing mix of MSMEs in the Purísima Aguascalientes, Mexico |
| title_full_unstemmed | The impact of strategies in the marketing mix of MSMEs in the Purísima Aguascalientes, Mexico |
| title_short | The impact of strategies in the marketing mix of MSMEs in the Purísima Aguascalientes, Mexico |
| title_sort | impact of strategies in the marketing mix of msmes in the purisima aguascalientes mexico |
| topic | Marketing mix Strategies and MSMEs business sector |
| url | https://revistas.itm.edu.co/index.php/revista-cea/article/view/125/129 |
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