Method of marketing products through sales promotion to increase sales in a retail Mype

Antúnez-Hernández D.; Quispe-Cervantes L.; Cespedes C.; Torres-Sifuentes C.; Raymundo C.; Dominguez F. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023)

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.

Instituciones: Universidad Peruana de Ciencias Aplicadas