Método de comercialización de productos mediante Sales promotion para incrementar las ventas en una Mype minoristas

Diego Antúnez-Hernández; Lizbeth Quispe-Cervantes; Carlos Cespedes; Carlos Torres-Sifuentes; Carlos Raymundo; Francisco Dominguez

Método de comercialización de productos mediante Sales promotion para incrementar las ventas en una Mype minoristas

Translated title of the contribution: Method of marketing products through sales promotion to increase sales in a retail Mype

Diego Antúnez-Hernández
, Lizbeth Quispe-Cervantes
, Carlos Cespedes
, Carlos Torres-Sifuentes
, Carlos Raymundo
, Francisco Dominguez

Faculty of Engineering

Universidad Peruana de Ciencias Aplicadas
Universidad Rey Juan Carlos

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

In Peru, micro and small enterprises (Mypes) are of significant importance to the country's economy. However, over 50% of Mypes could potentially disappear due to a lack of customers, which hinders their long-term sales growth. The problem addressed in this research article is the low growth of Mypes in the retail trade sector. Therefore, this research aims to employ a method to increase sales not only for a specific retailer but also for a Mype store within a bazaar. After analyzing the situation of Mypes, a diagnosis of the current situation is conducted, and the main causes of the problem are identified in order to find a product marketing model to increase sales in a Mype. Finally, the model is applied through a case study in a retail Mype located in a popular market in Peru, resulting in a sales growth of 5.95%. In conclusion, the model successfully increased sales and consequently boosted annual sales growth.

Translated title of the contribution	Method of marketing products through sales promotion to increase sales in a retail Mype
Original language	Spanish
Title of host publication	Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
Subtitle of host publication	Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023
Editors	Maria M. Larrondo Petrie, Jose Texier, Rodolfo Andres Rivas Matta
Publisher	Latin American and Caribbean Consortium of Engineering Institutions
ISBN (Electronic)	9786289520743
State	Published - 2023
Event	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 - Buenos Aires, Argentina Duration: 19 Jul 2023 → 21 Jul 2023

Publication series

Name	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
Volume	2023-July
ISSN (Electronic)	2414-6390

Conference

Conference	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
Country/Territory	Argentina
City	Buenos Aires
Period	19/07/23 → 21/07/23

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 8 Decent Work and Economic Growth
SDG 9 Industry, Innovation, and Infrastructure

Cite this

Antúnez-Hernández, D., Quispe-Cervantes, L., Cespedes, C., Torres-Sifuentes, C., Raymundo, C., & Dominguez, F. (2023). Método de comercialización de productos mediante Sales promotion para incrementar las ventas en una Mype minoristas. In M. M. Larrondo Petrie, J. Texier, & R. A. R. Matta (Eds.), Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology; Vol. 2023-July). Latin American and Caribbean Consortium of Engineering Institutions.

Antúnez-Hernández, Diego ; Quispe-Cervantes, Lizbeth ; Cespedes, Carlos et al. / Método de comercialización de productos mediante Sales promotion para incrementar las ventas en una Mype minoristas. Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. editor / Maria M. Larrondo Petrie ; Jose Texier ; Rodolfo Andres Rivas Matta. Latin American and Caribbean Consortium of Engineering Institutions, 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

@inproceedings{d651c6c53e0d412ea18fe7c67c4c94b0,

title = "M{\'e}todo de comercializaci{\'o}n de productos mediante Sales promotion para incrementar las ventas en una Mype minoristas",

abstract = "In Peru, micro and small enterprises (Mypes) are of significant importance to the country's economy. However, over 50\% of Mypes could potentially disappear due to a lack of customers, which hinders their long-term sales growth. The problem addressed in this research article is the low growth of Mypes in the retail trade sector. Therefore, this research aims to employ a method to increase sales not only for a specific retailer but also for a Mype store within a bazaar. After analyzing the situation of Mypes, a diagnosis of the current situation is conducted, and the main causes of the problem are identified in order to find a product marketing model to increase sales in a Mype. Finally, the model is applied through a case study in a retail Mype located in a popular market in Peru, resulting in a sales growth of 5.95\%. In conclusion, the model successfully increased sales and consequently boosted annual sales growth.",

keywords = "5S, Mypes, Omnichannel, sales promotion, traditional retailer",

author = "Diego Ant{\'u}nez-Hern{\'a}ndez and Lizbeth Quispe-Cervantes and Carlos Cespedes and Carlos Torres-Sifuentes and Carlos Raymundo and Francisco Dominguez",

note = "Publisher Copyright: {\textcopyright} 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.; 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 ; Conference date: 19-07-2023 Through 21-07-2023",

year = "2023",

language = "Espa{\~n}ol",

series = "Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology",

publisher = "Latin American and Caribbean Consortium of Engineering Institutions",

editor = "\{Larrondo Petrie\}, \{Maria M.\} and Jose Texier and Matta, \{Rodolfo Andres Rivas\}",

booktitle = "Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology",

}

Antúnez-Hernández, D, Quispe-Cervantes, L, Cespedes, C , Torres-Sifuentes, C , Raymundo, C & Dominguez, F 2023, Método de comercialización de productos mediante Sales promotion para incrementar las ventas en una Mype minoristas. in MM Larrondo Petrie, J Texier & RAR Matta (eds), Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology, vol. 2023-July, Latin American and Caribbean Consortium of Engineering Institutions, 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023, Buenos Aires, Argentina, 19/07/23.

Método de comercialización de productos mediante Sales promotion para incrementar las ventas en una Mype minoristas. / Antúnez-Hernández, Diego; Quispe-Cervantes, Lizbeth; Cespedes, Carlos et al.
Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. ed. / Maria M. Larrondo Petrie; Jose Texier; Rodolfo Andres Rivas Matta. Latin American and Caribbean Consortium of Engineering Institutions, 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology; Vol. 2023-July).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Método de comercialización de productos mediante Sales promotion para incrementar las ventas en una Mype minoristas

AU - Antúnez-Hernández, Diego

AU - Quispe-Cervantes, Lizbeth

AU - Cespedes, Carlos

AU - Torres-Sifuentes, Carlos

AU - Raymundo, Carlos

AU - Dominguez, Francisco

PY - 2023

Y1 - 2023

N2 - In Peru, micro and small enterprises (Mypes) are of significant importance to the country's economy. However, over 50% of Mypes could potentially disappear due to a lack of customers, which hinders their long-term sales growth. The problem addressed in this research article is the low growth of Mypes in the retail trade sector. Therefore, this research aims to employ a method to increase sales not only for a specific retailer but also for a Mype store within a bazaar. After analyzing the situation of Mypes, a diagnosis of the current situation is conducted, and the main causes of the problem are identified in order to find a product marketing model to increase sales in a Mype. Finally, the model is applied through a case study in a retail Mype located in a popular market in Peru, resulting in a sales growth of 5.95%. In conclusion, the model successfully increased sales and consequently boosted annual sales growth.

AB - In Peru, micro and small enterprises (Mypes) are of significant importance to the country's economy. However, over 50% of Mypes could potentially disappear due to a lack of customers, which hinders their long-term sales growth. The problem addressed in this research article is the low growth of Mypes in the retail trade sector. Therefore, this research aims to employ a method to increase sales not only for a specific retailer but also for a Mype store within a bazaar. After analyzing the situation of Mypes, a diagnosis of the current situation is conducted, and the main causes of the problem are identified in order to find a product marketing model to increase sales in a Mype. Finally, the model is applied through a case study in a retail Mype located in a popular market in Peru, resulting in a sales growth of 5.95%. In conclusion, the model successfully increased sales and consequently boosted annual sales growth.

KW - 5S

KW - Mypes

KW - Omnichannel

KW - sales promotion

KW - traditional retailer

UR - https://www.scopus.com/pages/publications/85172293492

M3 - Contribución a la conferencia

AN - SCOPUS:85172293492

T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology

BT - Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology

A2 - Larrondo Petrie, Maria M.

A2 - Texier, Jose

A2 - Matta, Rodolfo Andres Rivas

PB - Latin American and Caribbean Consortium of Engineering Institutions

T2 - 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023

Y2 - 19 July 2023 through 21 July 2023

ER -

Antúnez-Hernández D, Quispe-Cervantes L, Cespedes C , Torres-Sifuentes C , Raymundo C, Dominguez F. Método de comercialización de productos mediante Sales promotion para incrementar las ventas en una Mype minoristas. In Larrondo Petrie MM, Texier J, Matta RAR, editors, Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. Latin American and Caribbean Consortium of Engineering Institutions. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

Método de comercialización de productos mediante Sales promotion para incrementar las ventas en una Mype minoristas

Abstract

Publication series

Conference

UN SDGs

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