Titulación - Licenciatura en Mercadotecnia

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    Marketing de contenidos y su influencia en la percepción de marca del patronato municipal de Latacunga
    (Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Mercadotecnia, 2026-10-19) Bustamante Zambonino, Jefferson Alexander; Sánchez Pallo, Edison Rolando
    The research aimed to analyze content marketing and its influence on brand perception of the Municipal Patronage of Latacunga. For this purpose, a mixed-method approach was employed, with a descriptive-correlational level and a non-experimental design, based on the application of a Likert-scale questionnaire to a sample of 372 individuals, in addition to a semi-structured interview directed to the head of the Social Communication department. The results obtained through Spearman's Rho correlation coefficient showed a relationship of 0.627 with a significance level of .000, indicating a positive correlation between the variables of content marketing and brand perception. Furthermore, the results demonstrate that content marketing positively influences the institutional perception of the Patronato. Content marketing oriented toward the generation of valuable content showed greater influence on community perception, as a considerable proportion of the sample reported identifying useful information about the services offered by the institution through its digital content. Likewise, the interaction and engagement dimension presented a lower level of influence compared to the other analyzed dimensions. This result highlights the need to strengthen digital interaction to promote greater communication between the institution and the community. In conclusion, the results confirm that content marketing influences the perception that citizens have of the Municipal Patronage of Latacunga, demonstrating that effective digital content management contributes to strengthening institutional communication and improving the relationship with the community.
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    Marketing de contenidos de Multisa supermercados y su relación con el comportamiento del consumido
    (Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Mercadotecnia, 2026-08-12) Caiza Calugullin, Jostin Daniel; Portugal Guaman, Widinson Ismael; Miño López, Solange Melissa
    The purpose of this study was to analyze the relationship between the content marketing implemented by Multisa Supermercados and consumer behavior in the city of Latacunga. The research addressed the need to understand how content strategies disseminated through social media influence customers' decisions and preferences within an increasingly digitalized commercial environment. Methodologically, the study followed a quantitative approach with a descriptive and correlational scope, a non-experimental cross-sectional design, and the deductive method. Data were collected through a structured 26-item questionnaire, measured with a five-point Likert scale and administered in person to a sample of 188 consumers between 20 and 40 years of age, selected by convenience at the San Felipe, La Estación, and San Sebastián branches. The instrument was validated through expert judgment and reached a Cronbach's alpha coefficient of 0.949, processed with IBM SPSS Statistics version 27, reflecting excellent reliability. The results, analyzed through Spearman's correlation coefficient, yielded a Rho value of 0.698 with a significance of p < 0.05, showing a considerable positive correlation between both variables and allowing the alternative hypothesis to be accepted. It was concluded that content marketing is significantly related to consumer behavior, with exclusive promotions, saving tips, recipes, and entertainment videos being the most preferred types of content
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    Calidad del servicio y fidelización del cliente: caso de estudio supermercado Poaquiza, 2026
    (Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Mercadotecnia, 2026-08-12) Azas Poaquiza, Holger Adrian; Cárdenas, Milton Marcelo
    This study analyzes the degree of association between service quality and customer loyalty at the Poaquiza Supermarket, located in Salcedo canton, in a context of growing competitive pressure from larger supermarket chains. The research was conducted using a quantitative approach, a non-experimental and cross-sectional design, and a correlational scope. A structured questionnaire consisting of 35 items was administered to a sample of 272 customers. The questionnaire was based on the SERVPERF model to measure service quality (20 items distributed across five dimensions) and on a multidimensional conceptualization of loyalty (15 items distributed across five dimensions). The instrument obtained a Cronbach's alpha coefficient of 0.990. In addition, a situational analysis was conducted based on direct knowledge of the establishment and information provided by its management. The descriptive results showed predominantly high perception levels for both variables; reliability and empathy were the most highly rated dimensions, while responsiveness and repurchase intent showed the greatest room for improvement. Spearman's rho coefficient identified 25 positive and statistically significant associations between the dimensions of both variables (ρ 0.613 and 0.745; p < 0.01), among which the relationship between reliability and recommendation stood out (ρ = 0.745). It is concluded that perceived service quality is consistently associated with customer loyalty, though this does not imply causality. Based on these findings, recommendations are proposed aimed at strengthening service and conducting periodic monitoring using the validated instrument
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    Estrategias de marketing relacional aplicadas en el minimarket San Felipe y su incidencia en la fidelización de clientes
    (Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Mercadotecnia, 2026-08-12) Cando Chiluisa, Henry Joel; Pilco Villa, Alex Fernando; Villa Andrade, Luisa Carolina
    The San Felipe minimarket operates in a competitive environment characterized by the presence of neighborhood stores, minimarkets, and an establishment belonging to a supermarket chain that offers similar products. Although the store applies strategies focused on customer service, interaction, and building trust, these are carried out empirically, without a formal relational marketing plan. The purpose of this project was to analyze the link between relational marketing strategies and the loyalty of regular customers. A quantitative approach with a descriptivecorrelational scope and a non-experimental cross-sectional design was employed. Thru a nonprobabilistic intentional sampling by criteria, a questionnaire was administered to 353 customers with previous purchase experience. The reliability of the instrument was evaluated using Cronbach's alpha, reaching a value of 0.937. The chi-square analysis yielded a value of 41.550, with one degree of freedom and a significance level below 0.001; additionally, Cramer's V was 0.343. Based on the result, a moderate relationship between the variables was determined, whose statistical significance supports this relationship, although this does not imply causality. Finally, regarding the question about the use of social media or WhatsApp Business, 74% of the responses indicated a favorable attitude toward the use of WhatsApp Business; consequently, a relational communication strategy was designed to manage inquiries, schedules, products, and promotions. The findings showed that relational marketing strategies maintain a significant association with customer loyalty
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    Evaluación del impacto de la tasa de reporte Frames por segundo (fps) de mediciones sincrofasoriales en la precisión de la estimación paramétrica del modelo de carga Polinomial (zip)
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi (UTC), 2026-04) Chiluisa Ochoa, Ariel León; Carasayo Vega, Joel Sebastián; Quinatoa Caiza, Carlos Iván
    La validación de modelos en los sistemas eléctricos de potencia constituye hoy en día un aspecto fundamental, dado que la planificación y la operación de los sistemas eléctricos dependen de simulaciones cada vez más precisas. Entre los elementos que requieren validación, las cargas son las más desafiantes, debido a que los modelos que describen su comportamiento y los parámetros asociados a estos modelos varían de forma continua en el tiempo. Uno de los modelos de carga más utilizados en la industria mundial y en la literatura es el modelo estático ZIP, el cual combina tres tipos de comportamientos