<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1815-5936</journal-id>
<journal-title><![CDATA[Ingeniería Industrial]]></journal-title>
<abbrev-journal-title><![CDATA[Ing. Ind.]]></abbrev-journal-title>
<issn>1815-5936</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ingeniería Industrial, Instituto Superior Politécnico José Antonio Echeverría, Cujae.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1815-59362018000200204</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estrategias de Packing en la red de tiendas populares en Riobamba]]></article-title>
<article-title xml:lang="en"><![CDATA[Strategies of Packing for the net of popular stores in Riobamba]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Naranjo-Silva]]></surname>
<given-names><![CDATA[Edwin Roberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zabala-Jarrín]]></surname>
<given-names><![CDATA[Harold Alexi]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gómez-Acosta]]></surname>
<given-names><![CDATA[Martha Inés]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Acevedo-Suárez]]></surname>
<given-names><![CDATA[José Antonio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Escuela Superior Politécnica de Chimborazo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Tecnológica de La Habana José Antonio Echeverría  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2018</year>
</pub-date>
<volume>39</volume>
<numero>2</numero>
<fpage>204</fpage>
<lpage>214</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S1815-59362018000200204&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S1815-59362018000200204&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S1815-59362018000200204&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El propósito de este artículo es proponer estrategias de empaquetado a las tiendas populares de Ecuador que pertenecen alos grupos empresariales de la economía popular y solidaria. El análisis de la información recolectada determinó si las tiendas presentan a sus clientes una marca que los distinga y si emplean elementos de merchandising para generar posicionamiento y reconocimiento de mercado. Luego se presentan herramientas de packing para generar reconocimiento de marca y crear oportunidades para satisfacer los gustos y preferencias de los clientes.Los sucesos del mercado respecto al mayor incremento en la oferta de las grandes cadenas comerciales, hace necesario buscar alternativas para que los consumidores de los productos que ofrecen las tiendas de barrio siempre tengan oportunidades para satisfacer sus necesidades y deseos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[economía popular y solidaria]]></kwd>
<kwd lng="es"><![CDATA[tiendas populares]]></kwd>
<kwd lng="es"><![CDATA[comercialización]]></kwd>
<kwd lng="es"><![CDATA[empaque]]></kwd>
<kwd lng="en"><![CDATA[popular stores]]></kwd>
<kwd lng="en"><![CDATA[merchandising]]></kwd>
<kwd lng="en"><![CDATA[packing]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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