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

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

Facultad de Ingeniería

Producción científica: Capítulo del libro/informe/acta de congreso › Contribución a la conferencia › revisión exhaustiva

Resumen

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.

Título traducido de la contribución	Method of marketing products through sales promotion to increase sales in a retail Mype
Idioma original	Español
Título de la publicación alojada	Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
Subtítulo de la publicación alojada	Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023
Editores	Maria M. Larrondo Petrie, Jose Texier, Rodolfo Andres Rivas Matta
Editorial	Latin American and Caribbean Consortium of Engineering Institutions
ISBN (versión digital)	9786289520743
Estado	Publicada - 2023
Evento	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 - Buenos Aires, Argentina Duración: 19 jul. 2023 → 21 jul. 2023

Serie de la publicación

Nombre	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
Volumen	2023-July
ISSN (versión digital)	2414-6390

Conferencia

Conferencia	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
País/Territorio	Argentina
Ciudad	Buenos Aires
Período	19/07/23 → 21/07/23

ODS de las Naciones Unidas

Este resultado contribuye a los siguientes Objetivos de Desarrollo Sostenible

ODS 8: Trabajo decente y crecimiento económico
ODS 9: Industria, innovación e infraestructura

Palabras clave

5S
Mypes
Omnichannel
sales promotion
traditional retailer

Otros archivos y enlaces

Enlace a la publicación en Scopus

Citar esto

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. En 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).

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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",

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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. En 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).

Producción científica: Capítulo del libro/informe/acta de congreso › Contribución a la conferencia › revisión exhaustiva

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. En Larrondo Petrie MM, Texier J, Matta RAR, editores, 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

Resumen

Serie de la publicación

Conferencia

ODS de las Naciones Unidas

Palabras clave

Otros archivos y enlaces

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Citar esto