Journal of business and entrepreneurial studie

Social media as a means of communication and marketing in neighborhood stores, Guayaquil

2023-10-24T12:44:21-04:00

The Covid-19 pandemic has negatively impacted the commercial context of neighborhood stores, uncovering a regrettable change in consumer behavior when purchasing goods or services. This study focuses on how digital communication tools can improve the marketing strategies of neighborhood stores located in northern Guayaquil. A descriptive study was conducted using both qualitative and quantitative methods, surveying merchants and consumers in the Alborada, Vergeles and Paraíso de la Flor sectors. The target population was 1200, with a representative sample size of 350. In addition, 30 store owners were interviewed. The findings indicate that cell phones and social networking platforms such as WhatsApp Business are essential to establish daily communication with customers and suppliers. In addition, store owners should be trained on digital platforms to form strategic alliances with major brands and government entities to address this issue.

Impact of eco-friendly products on consumer behavior in the city of Guayaquil

2023-10-24T18:41:03-04:00

This paper presents a research conducted in the city of guayaquil on the impact of eco-friendly products on consumer behavior, with the objective of defining the impact, knowledge and acceptance of eco-friendly products by consumers in the city of guayaquil, for which we sought to identify the variables that influence the decision process and purchase of eco-friendly products, determine the current status of eco-friendly practices and their knowledge by consumers and analyze the willingness of consumers to change their consumption habits in favor of eco-friendly products, For this purpose, a survey of 385 people in the city of guayaquil was conducted to establish the degree of knowledge, preference and perception of the impact that consumers have of eco-friendly products. The results finally show an important preference of consumers towards this type of products, considering positive their impact on the market and the need to consider the environmental impact of the different products as a key value of the companies; consumers with greater environmental knowledge are those who had the intention to purchase products with eco-friendly characteristics.

The psychology of color in brand packaging

2023-10-23T17:21:31-04:00

Color psychology is a field of study that is aimed at analyzing the effect of color on human perception and behavior, the results of several studies show that colors and feelings are not accidentally combined, that their associations are not a matter of taste, but universal experiences deeply rooted in the infancy of our language and our thinking. If we know how to use colors properly, we will save a lot of time and effort. Packaging and brading are treated as separate disciplines. Packaging is about how a product is protected and contained and branding is about how the characteristics of the product are communicated to the consumer through the brand, but if we pay attention, it is clear that the two disciplines are in fact deeply rooted. brand packaging unquestionably provides the visual appeal of the product to the customer in the product design process, from the initial research to the development of the brand concepts and message through the execution of the design idea and finally to the production of the packaging itself.

Circular economy model for reuse of plastic in eco-efficient production of building materials

2023-10-18T15:17:29-04:00

Plastic waste is causing severe environmental impact to the terrestrial and marine ecosystem. Establish the influence of the circular economy model for the incorporation of plastic waste in the production of raw materials (blocks or bricks) for the construction sector. Descriptive, quali-quantitative, field study, using survey and interview. The findings obtained showed that it is possible to use recycled plastic waste products in the manufacture of construction materials, due to the quality requirements and the lower costs generated by this eco-efficient option, adjusted to the circular economy model, in the construction sector. The use of construction materials with recycled plastic waste content is associated with the circular economy model, promoting the economic reactivation of the construction sector and the economic and social development of the nation.

Strategic Optimization of Gastronomic Business Cooperation through the Value Chain

2023-10-18T15:24:20-04:00

In the competitive environment of gastronomic business, the implementation of effective strategies has become essential for success and adaptability. This study set out to explore the value chain as a strategic analysis system to foster cooperativeness in this sector. Three fundamental objectives guided the research: first, to explain the value chain as a tool for strategic analysis and cooperation in business; second, to determine its relevance as a strategic system in the restaurant industry; and third, to identify the application of Porter's value chain in this sector. The results of a survey revealed that gastronomic entrepreneurs value the implementation of strategic systems, highlighting the importance and relevance of such systems. The value chain is perceived as an influential instrument in achieving successful objectives in these businesses. In terms of knowledge, it was found that most participants have a moderate familiarity with the concept of the value chain in the business context, and its importance is recognized at various levels.

The importance of Reverse Logistics and Green Logistics for Sustainability in Supply Chains

2023-10-18T15:32:05-04:00

Production and consumption practices that follow the "take-make-dispose" flow have had a negative impact on the environment over time. Global waste problems are alarming for the environment. Over time, these problems will become more serious and will require special attention. In this regard, reverse and green logistics are very timely and critical areas for achieving sustainable development, as well as meeting some of the targets set out in the Sustainable Development Goals (SDGs). However, the current literature on reverse logistics, green logistics and sustainability are scattered. Therefore, in this article we aim to review the state of recent literature (2018 - 2021), with a focus on applications in different industrial sectors. It was observed that although the application of reverse logistics, green logistics principles are sustainable, there are barriers to their implementation among which include lack of top management commitment, lack of strategic plan to implement reverse and green logistics activities, lack of marketing strategy for remanufactured products and secondary market. This review may be of interest to industry policy makers.

Incidence of packaging on the organoleptic quality of four brands of chocolate produced in the Amazonas Region

2023-10-18T15:53:14-04:00

The first impression on consumers is the packaging of the product, through the extrinsic characteristics consumers generate expectations that influence the evaluation of the product and determine the probability of purchase. Therefore, the objective of this study was to determine the incidence of packaging on the organoleptic quality of four brands of chocolates that are produced in the Amazon region, under three phases (i) packaging condition, where the effect of packaging characteristics on the consumer's visual perception without tasting the chocolate was studied, (ii) blind condition without packaging, in which the organoleptic quality of each chocolate was determined using the sensory quality index, (iii) and the reported condition, evaluated the combined effect (first and second phase) determining the level of satisfaction, tastes, and preferences to finally measure the degree of incidence of the packaging design of the chocolates on the organoleptic quality in the four brands using Spearman's Correlation Coefficient. The degree of incidence between the design and the organoleptic quality with the highest significance was in the Palerca chocolate in the factors of; innovation in the shape of the packaging and the aroma of the chocolate (r= 0.6503), warmth in the color concerning the flavor of the chocolate (r= 0.6289), and the quality factor in the function of the color and aroma of the chocolate (r= 0.6163).

Internal control and accounting processes of the salt production companies in the Salinas canton

2023-10-23T17:32:51-04:00

Internal control is a measurement tool that allows optimizing the use of resources and making the right decisions based on reliable information on accounting management, through various strategic actions to reduce risks in the organization and strengthen business sustainability. The purpose of this article is to determine how internal control affects the accounting processes of salt production companies in the Salinas canton, through the analysis of each of the components of internal control; in this sense to achieve the planned objective, a qualitative research was conducted, in which a documentary and descriptive analysis was used, applying the techniques of surveys to employees and senior management team to salt production companies in the Salinas canton, where several parameters were determined for better analysis. The results obtained show that in the analyzed companies there is a deficient internal control due to the lack of knowledge of the importance of its application, in addition to the fact that being family companies, decision making is based on experience or personal criteria, and not on a process of analysis in relation to the accounting information.