*

*

ABSTRACT

The advance of digital platforms has transformed the

shopping process, making it more accessible and

practical. In this study, we seek to understand the

surveyed highlight different aspects of customer

service and commercial techniques, while the results

obtained underline the importance of direct

interaction with merchants. They also highlight the

need to improve product diversity and the online

shopping experience to maintain market relevance in

an increasingly competitive retail environment.

Keywords: Research, Technical, Commercial,

Malecon, Guayaquil

Guayaquil, tanto en sus compras presenciales como

online. La muestra se centró en clientes entre 20 y

* Msc. Instituto Superior Tecnológico Universitario Espíritu Santo,

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40 años, utilizando una investigación descriptiva con

enfoque cuantitativo a través de encuestas en Google

de compra online para mantener la relevancia en el

mercado en un entorno minorista cada vez más

competitivo.

Palabras clave: Investigación, Técnica, Comercial,

Malecón, Guayaquil.

INTRODUCTION

In today's digital era, the act of shopping has been transformed into a practical and

convenient activity, thanks to the proliferation of various digital platforms. It is no longer

necessary to physically go to a store to purchase what we need or want; a simple click

In addition, this study also aims to examine the impact of the lack of implementation of

commercial techniques in certain establishments, especially those that have not yet

adapted their commercial techniques to reach customers who prefer to shop from the

comfort of their homes. Ultimately, it is hoped that the findings of this study will provide

valuable information for retailers and businesses, helping them to better understand

their customers' preferences and behaviors and to adapt their retail strategies

accordingly.

The problem of low sales by the staff of Malecón 2000's commercial premises is evidence

of a lack of knowledge of customer service and commercial techniques, and the growing

presence of digital commerce poses a significant challenge for this traditional sector. The

2000 retail locations, often rely heavily on face-to-face sales to sustain their businesses

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and maintain their livelihoods. The lack of adaptation to the digital environment and the

absence of an online presence may leave these artisans in an unfavorable position

the competition, while maintaining the authenticity and unique value of their products.

Determine customer preferences in terms of commercial techniques, including the

decision to shop at Malecón 2000 retail locations, in person or through digital commerce

platforms. By knowing customer preferences, marketers can more efficiently allocate

their resources, both in terms of time and money. This involves deciding where to

concentrate promotional efforts, how to develop sales infrastructure and how to

manage product inventory.

Basurto, A. & García, O., (2024) define quality as the satisfaction of expectations, which

departs from the conventional approach that focuses on the fulfillment of product

specifications, instead, it is oriented towards a subjective concept based on the

According to Castillo, J., et al., (2024), the main motivation for buying souvenirs is the

desire to support local artisans, underlining the importance of the local economy and

sustainability in purchasing decisions. It could be inferred that shoppers not only

purchase unique and authentic products, but also contribute to the well-being of local

communities and promote the preservation of the trade. This approach reflects a

growing awareness of the importance of purchasing decisions in supporting the local

economy and promoting sustainable practices.

According to the proposal of Carrasco, F. (2023), selling is described as a human activity

that shares similarities with numerous situations in daily life. Although some people may

not be aware of it, it is likely that they have participated in some way in sales processes,

salespeople in our society. Often underestimated or even misunderstood, salespeople

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play a crucial role in the economy and in satisfying consumers' needs and desires.

Recognizing their work and contribution is essential to promote an environment of trust

potential.

The authors' opinion highlights the importance of fairness and equality in business

practices. In a world where economic and social inequalities are widespread, Fair Trade

advocates a business approach that promotes a level playing field for all parties involved

in the supply chain. This involves ensuring fair wages and adequate working conditions

for workers, as well as eliminating unfair practices such as labor exploitation and

discrimination.

According to Lemoine, Q. et al., (2020), sustainability in the business sector in Ecuador,

as in other Latin American nations, has adopted the strategy of innovation to boost

economic activity and expand not only locally, but also nationally and internationally. It

sales strategies play a crucial role in the process of expanding companies into new

markets. While sustainability and quality of products and services are essential to

maintain long-term competitiveness, effective sales techniques are essential to bring

these products and services to market and capture the attention of potential customers.

Principle of the form

The incursion of technology and commercial exchange. There are several benefits that

this tool provides to the different economic agents, among the most important of which

are the reduction of travel costs, greater supply of products, lower prices than those of

the market, reduction of inequality in consumption, among others (Parra, R. et al., 2022).

Online competition and price transparency facilitated by technology allow consumers to

existence of handicrafts are recorded in the ancient cultures of Valdivia, Cañari, Manteña,

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Guangala, Chorrera, Machalilla, among others, whose designs and symbology show

continuity until contemporary times.

The richness of handicrafts shows that it is a dynamic field, it includes rudimentary

productive procedures that are maintained despite the incorporation of sophisticated

technologies and industrialization, which even give rise to adaptations, transformations

and in other cases the disappearance of designs, knowledge and technologies, or also

ratify their persistence (Landívar M., 2008).

The dynamics inherent in the field of handicrafts, where rudimentary production

procedures coexist with the incorporation of more sophisticated technologies and

industrialization, stand out. This contrast between the traditional and the modern not

only implies adaptations and transformations in craft techniques, but also the

disappearance or persistence of designs, knowledge and technologies. In short, his

of life depending on the flow of visitors they receive.

While virtual channels have been key to the revival of the craft economy, the cultural

and tourism value of physical craft markets cannot be underestimated. The latter offer

a unique sensory and cultural experience that cannot be fully replicated in the digital

environment.

MATERIALS AND METHODS

In order to address the issue of commercial techniques in commercial premises of the

Malecón 2000 in Guayaquil, it is essential to define the type of scientific research to be

carried out. In this case, we will opt for descriptive research, which will allow us to

systematically analyze and describe the techniques used by salespeople. This approach

will provide a detailed understanding of the commercial strategies employed and how

they affect customer behavior.

To carry out this research, the quantitative technique was used. In particular, a Google

Forms survey was used as the main data collection instrument. This survey allowed the

collection of direct information from customers of commercial premises in Malecón

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2000 in Guayaquil, focusing on their perceptions, preferences and experiences with

respect to the commercial techniques used by salespeople. The use of an online survey

activities in the handicraft market. By focusing on this specific demographic group, it will

be possible to obtain relevant and significant information on the preferences and

purchasing behaviors of an important part of the clientele of the commercial premises

of the Malecón 2000 in Guayaquil.

Once data collection was completed, the results obtained from the survey were analyzed

and interpreted. Statistical techniques will be used to identify significant trends, patterns

clear and concise manner, which will serve as a basis for proposing recommendations

and strategies aimed at improving commercial techniques and the shopping experience

in commercial establishments on the Malecón 2000 in the city of Guayaquil.

52.8% of respondents cited interaction with artisans as the most important factor,

followed closely by 41.2% who mentioned the variety of products available. This suggests

that, for most customers, personal experience and product diversity are key aspects to

consider when shopping at Malecón 2000 stores in Guayaquil.

Regarding satisfaction with the variety of products available, 60% of the participants were

satisfied, while the remaining 40% were neutral. This indicates that, although there is a

majority satisfied with the current offer, there is still room for improvement to expand

and diversify the inventory of products available in the stores.

The majority of respondents express satisfaction with the variety of products, indicating

that the stores manage to cater to a wide range of shopping needs and preferences,

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shopping option for Guayaquil residents. The high rating of interaction with merchants

by more than half of the respondents highlights the importance of the personalized and

more new purchases growing to 70.18%.

This finding underscores the relevance of understanding and anticipating customer needs

and preferences in the design of effective commercial strategies. In addition, the

observation of a 70.18% increase in the number of customers making purchases suggests

that the implementation of the merchandising strategies proposed in the thesis has had

a positive impact on other commercialization in the city of Ambato. This result supports

the effectiveness of the actions designed to attract and retain customers, which may

have significant implications for the profitability and long-term success of the

establishments.

Bonilla, D., (2013) in the results of his thesis "The quality of service and sales of the ABC

Although this proportion is significantly lower, it still represents a portion of the clientele

that should be considered when making adjustments to the facilities. It is important for

the ABC bookstore and stationery store in Ambato to strike a balance between

satisfying the preferences of the majority of its customers and offering options for those

who have different needs or shopping preferences. Consequently, the implementation

of facility improvements to facilitate an in-store tour can help improve the shopping

experience and increase overall customer satisfaction.

Principle of the form

Authors Aguilar, G., & Arcentales, J. (2011) in their study on "Restructuring a business

by applying marketing techniques in the city of passage" differentiate themselves from

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In contrast to the results obtained in the previous analysis on customer preferences in

the Guayaquil handicraft market, where the valuation of the personalized and authentic

customer comfort and autonomy during the shopping experience, as opposed to the

direct interaction with merchants highlighted in commercial premises in Malecón 2000

in the city of Guayaquil.

On the other hand, the author evidences the relevance of consumer behavior on

commercial results, with a significant increase in the number of customers and sales.

This study highlights the importance of understanding and adapting to customer

preferences and behaviors to achieve positive sales results, a perspective that

complements, but differs from, the valuation of the personalized experience highlighted

in commercial premises of the Malecón 2000 in the city of Guayaquil.

The results obtained in the analysis in commercial premises of Malecón 2000 in the city

The high rating of the interaction with merchants by more than half of the respondents

that the human factor and the direct connection with producers are key aspects that

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also moderate interest in the convenience of shopping through digital platforms,

although satisfaction with this experience is more neutral.

REFERENCES

Aguilar, G., & Arcentales, J. (2011). RESTRUCTURING A BUSINESS BY APPLYING

Basurto Torres, A. C., & García Flores, O. D. (2024). Análisis de la percepción de la calidad

Carrión Mena, E. C. (2017). Merchandising strategies for the effective marketing of the model

Castillo, J., Quispe, H. L. P., Arteaga, L. E. J., & La Torre, M. D. L. Á. (2024). Exploring