Simplified protocol for the segmentation strategy in Mypes: Marketing as a predictor of Technological Innovation. A cluster analysis

Custodio Navarrete-Fernández A.; Héctor Gonzales-Arnao W.; Enrique Taboada-Alvarez J.; Augusto Arias-Pittman J.; Ubaldo Díaz-Vega E.; Alexis Herrera-Vega H.; Eduardo Gutiérrez-Ascón J. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.2000

Resumen

The objective of this study is to develop a simplified protocol of the segmentation strategy of Marketing clusters as a predictor of Technological Innovation (TI) of micro and small enterprises (MSEs) of San Juan del Rio in Queretaro, Mexico. The research was carried out in the municipality of San Juan del Rio, Queretaro, and focused on the Mypes that were active in the year 2023. A sample of 385 micro and small enterprises was selected, with a confidence level of 95% and a margin of error of 5%. A quantitative research method was used by means of surveys directed to the directors or managers of the selected companies, accompanied by a qualitative approach due to the nature of the survey. The results reveal that Marketing is part of IT in the companies, where the patterns and segments identified in three clusters are, 16a-6d (4.56-4.53);16a-16d (4.68-4.57); 16a-6b (4.37-4.23). In stage one, non-normality was measured, to apply this cluster analysis with the Shapiro-Wilk, Anderson-Darling, Lilliefors and Jarque-Bera tests all with p-value less than 0.001 for Marketing and IT. Stage two of the full scale analysis was 0.823 for Cronbach's internal reliability which allows in stage three to develop clusters for three clusters and finally in stage four of the dynamic simulation analysis the model of the equation was determined: TI = 1.2150-0.3974 Good customer service + 0.3763 Psychological prices + 1.8981 Brand development; for the intercept coefficient 1.2150 concluding that TI in the Mypes exists even for the variable Marketing null. For E. Kato, innovation, in addition to IT, reports organizational improvements and marketing innovations and vice versa.

Instituciones: Universidad Nacional de Ingeniería; Universidad Nacional José Faustino Sánchez Carrión; Universidad Privada del Norte