Análisis del uso de los canales de promoción en las pequeñas y medianas empresas de la industria de alimentos y bebidas del Distrito Metropolitano de Quito

Abstract

The objective of this graduation work is to know and generate information about the current situation of the use of promotion channels that allow organizations to advertise their products in the market. The study is aimed at small and medium enterprises in the food and beverage industry at the Metropolitan District of Quito, as this sector is one of the most important in the country due to the high demand for this class of products. Therefore, the analysis was based on a collection of quantitative data that was obtained by applying a survey to those marketing area responsible in each of the 40 companies established through a sampling process. The statistical software IBM SPSS Statistics Version 22 was used to process the data, which facilitated the analysis and interpretation of the results. The main results of this study show the promotional channel that generates higher profitability and is the most used in SMEs in this productive sector corresponds to advertising, which has a greater reach and causes a great impact among people.