Ross Store en Quevedo 2023

Yolanda Rosana Anastacio Espinoza

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ABSTRACT

promotions, advertising, and inventory management.

Interviews were conducted with key personnel and

relevant financial data was collected. The analysis

focused on the correlation between the strategies

employed and sales performance, assessing their

impact on profitability and market share. The results

revealed significant insights into the most effective

tactics, identifying areas for improvement and

providing strategic recommendations to optimize

Ross Store's business performance in the future. This

Keywords: strategies, sales, preferences

omoncayo@uteq.edu.ec, https://orcid.org/0000-0003-3189-8151

eyong@uteq.edu.ec, https://orcid.org/0000-0001-7708-7544

detallados que incluyeron la recopilación de datos

la empresa, como promociones, publicidad y gestión

de inventario. Se realizaron entrevistas con el

personal clave y se recabaron datos financieros

relevantes. El análisis se centró en la correlación

entre las estrategias empleadas y el rendimiento de

las ventas, evaluando su impacto en la rentabilidad y

la participación en el mercado. Los resultados

revelaron insights significativos sobre las tácticas más

efectivas, identificando áreas de mejora y

proporcionando recomendaciones estratégicas para

comerciales exitosas que podrían ser replicadas en

otras empresas similares.

Plabras clave: estrategias, ventas, preferencias

INTRODUCTION

In the complex and dynamic retail arena, business strategies play a crucial role in the

success and sustainability of companies. The relevance of this aspect has become even

more important in the current economic context, where fierce competition and

of these strategies in optimizing the supply chain (Heredia, 2020) and improving the

customer experience, crucial for retention and loyalty (Flores, Jiménez, Rojo & Sánchez,

demands (Gomez, 2023). Through this analysis, it is intended not only to provide

academic knowledge about business strategies in the retail sector.

MATERIALS AND METHODS

In order to achieve the objectives outlined in this study on commercial strategies and

their impact on Ross Store sales in Quevedo during the year 2023, a rigorous and

multidimensional methodology was implemented.

For the construction of the theoretical basis, an exhaustive bibliographic review was

carried out, using specialized books, scientific articles and other relevant reports that

supported the understanding of the key study variables. According to Macias (2019), the

bibliographic approach allows contextualizing the research within the existing theoretical

As Valle, Manrique & Sevilla (2022) indicate, the qualitative approach is integrated

through the collection and analysis of data that allowed us to gain a deeper understanding

of the opinions and perceptions related to the business strategies applied. This qualitative

perspective enriched our ability to interpret the underlying impact of these strategies

on the company's sales.

In addition, specific techniques were employed to obtain primary data. The application

of surveys directed to customers provided valuable insights about their experiences and

preferences. The observation technique, establishing a concrete relationship between

the researcher and the real environment of Ross Store, allowed a detailed evaluation of

facts and realities that complemented the information gathered through other sources.

RESULTS

Z = confidence level, 95%

P = probability of success, or expected ratio 1.96

Q = probability of failure 0.05

D = precision (Maximum admissible error in terms of proportion). 5%

Applying the formula for calculating the sample size in finite populations, a sample of 180

customers was obtained. This sample size ensures a confidence level of 95% and a

precision of 5%, which makes it possible to generalize the results obtained from the

sample to the total population of Ross Store customers.

of the findings. The data collected were subjected to detailed statistical analysis, including

measures of central tendency and dispersion, with the objective of identifying meaningful

patterns and trends to support the evaluation of Ross Store's business strategies and

their impact on sales. These results provide a solid quantitative basis to complement the

qualitative richness of the research.

The implementation of a detailed survey targeting Ross Store customers emerges as an

Prepared by: Author

pricing strategy to retain and attract this customer segment.

Although a smaller percentage of customers, 25%, indicated quality as the determining

factor in their purchasing decisions. This figure suggests that a significant segment values

the quality of the products offered by Ross Store. It is critical for the company to

highlight the quality of its products and effectively communicate these positive

characteristics to customers, emphasizing durability, reliability and meeting expectations.

A small, but still notable, percentage of customers (5%) indicated that the brand

influences their purchasing decisions. This finding highlights the importance of brand

image for a specific segment of consumers. Ross Store could consider strategies to

strengthen and position its brand in the market by effectively communicating its values

Table 2. Customer service rating

The collection of data on customer service ratings at Ross Store reveals valuable

information on the overall perception of customers regarding the quality of service

lower than the "Excellent" rating, it still reflects a positive evaluation of the quality of

service. It is important to recognize that most clients perceive the service as satisfactory,

and the "Good" rating could be due to high expectations or personal standards of the

client.

The rating "Regular" was assigned by 8% of the clients. This segment indicates a more

neutral or ambivalent perception towards the service offered. Identifying the reasons

behind these "Regular" ratings is crucial to address specific areas for improvement and

elevate the customer experience to a higher level.

The survey on the company's promotional preferences represents a strategic tool for

Ross Store, allowing it to adjust its promotional strategies in a precise and customer-

Prepared by: Author

finding indicates a strong inclination of clientele toward tangible rewards or additional

benefits. The choice of rewards could include points programs, future discounts, or

promotional items, highlighting the value customers place on receiving tangible benefits

in recognition of their loyalty.

Twenty-four percent of customers indicated a preference for discounts as incentives.

Although this percentage is lower than that of rewards, it is still significant and suggests

that a considerable segment values immediate financial benefits. The discount strategy

could be an effective option to attract those customers who seek to maximize the

financial value of their purchases. Seven percent of customers showed a preference for

gifts as incentives. Although this percentage is the lowest of the three options, it still

Table 4. Method of payment.

interactivity and virality to reach a wider audience.

product information. Although this percentage is lower compared to social media, it is

still a significant segment. Television advertising strategies could be effective in reaching

this customer group, especially at key times and through popular channels. Eleven

percent of customers prefer to get information through radio. Although this percentage

is lower, it should not be underestimated, as radio can be an effective medium for

reaching specific audiences, especially during the daily commute. Advertising campaigns

and sponsorships in relevant radio programs could be useful strategies. A small

percentage, 4%, prefers print media as an information medium. Although it is the least

popular option, there is still a group of customers who value printed information.

Advertising strategies in local newspapers or specific magazines could be considered to

underscores the crucial importance of a robust social media strategy for effective

product promotion and audience engagement. Although social media dominates, 19% of

customers still prefer television as an information source. This suggests that well-

executed TV advertising strategies can offer opportunities to reach a significant

audience, especially at strategic times and through popular channels. Eleven percent of

clients choose radio as an information medium. This segment presents an opportunity

for advertising strategies and sponsorships on radio programs, especially during daily

commutes, to increase Ross Store's visibility. Although print is the least popular (4%),

there is still a group of customers who value printed information. Targeted strategies,

such as ads in local newspapers or segmented magazines, can be effective in reaching