Resumen

NARANJO-SILVA, Edwin Roberto; ZABALA-JARRIN, Harold Alexi; GOMEZ-ACOSTA, Martha Inés  y  ACEVEDO-SUAREZ, José Antonio. Strategies of Packing for the net of popular stores in Riobamba. Ing. Ind. [online]. 2018, vol.39, n.2, pp.204-214. ISSN 1815-5936.

The purpose of this article is proposing strategies of packing to the popular stores of Ecuador that belong to the managerial groups of the popular and solidary economy. The analysis of the gathered information determined if the stores introduce to their clients a mark that distinguishes them and if they use merchandising elements to generate positioning and market recognition. Then packing tools are presented to generate mark recognition and to create opportunities to satisfy the likes and the clients' preferences. The events of the market regarding the biggest increment in the offer of the big commercial chains, he/she makes necessary to look for alternative so that the consumers of the products that offer the neighborhood stores always have opportunities to satisfy their necessities and desires.

Palabras clave : popular stores; merchandising; packing.

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