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

• Autores: Antúnez-Hernández, Diego, Quispe-Cervantes, Lizbeth, Cespedes, Carlos, Torres-Sifuentes, Carlos, Raymundo, Carlos, Dominguez, Francisco
• Formato: artículo
• Fecha de Publicación: 2023
• Institución: Universidad Peruana de Ciencias Aplicadas
• Repositorio: UPC-Institucional
• Lenguaje: inglés
• OAI Identifier: oai:repositorioacademico.upc.edu.pe:10757/669619
• Enlace del recurso: http://hdl.handle.net/10757/669619
• Nivel de acceso: acceso embargado
• Materia: 5S; Mypes; Omnichannel; sales promotion; traditional retailer; https://purl.org/pe-repo/ocde/ford#2.11.00

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.