Resumen

CARBACHE MORA, César Arturo; HERRERA BARTOLOME, Carolina  y  TALLEDO DELGADO, Liceth Katherine. Marketing strategies to strengthen the service image of "Charra" artisan ice cream in Bahía de Caráquez. RCUISRAEL [online]. 2020, vol.7, n.2, pp.121-140. ISSN 2631-2786.  https://doi.org/10.35290/rcui.v7n2.2020.277.

Putting a product or service on the market and having it accepted by the target is not an easy task. One of the problems of low-budget businesses is that the entrepreneur lacks the knowledge to promote and sell himself with greater chances of success. This research work duels on marketing strategies to strengthen the service image of the "Charra" artisan ice creams in the city of Bahía de Caráquez. The objective of this study was focused on the commercial image and the influence on the purchase decisions of the customers. The methodology used were qualitative and quantitative. According to the results obtained, 67.7% of the respondents expressed that a product’s commercial image influences its purchase decision considering that 78.1% frequently consume artisan ice creams. Finally, the cart was designed together with the business logo and is intended to be placed on the T-shirts and caps.

Palabras clave : marketing strategies; artisan ice cream; customer service; entrepreneurship; consumer behavior.

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