Responsibility and Sustainability

Study of the relationship between gender and top-of-mind cigarette brands

2024-10-03T23:25:35+00:00

Faced with the market adversities in cigarette consumption, many brands have shifted their focus to maintaining long-term relationships with their customers in order to establish themselves as favorites among consumers. An increasing number of brands are becoming concerned with aspects such as brand value and consumer loyalty. This article aims to study the relationship between gender and the top four cigarette brands as indicated by the market share data from EUROMONITOR 2022. To achieve this objective, a survey was conducted using the snowball sampling technique through the researchers' social media networks, asking the following questions: What is your top of mind cigarette brand? Does gender have a dependency relationship with the top of mind cigarette brands? A total of 191 respondents participated voluntarily, resulting in a non-probabilistic convenience sample, which allowed for the use of the chi-square test to analyze the relationship between cigarette brands and gender. The results showed statistical evidence that there is no dependency relationship between gender and the top-of-mind cigarette brands.

Service quality in retail companies in México

2024-12-24T00:33:12+00:00

This paper explores the quality of service in two leading retail e-commerce companies in Mexico, based on the opinion of Amazon and Mercado Libre customers in Sonora, Mexico. The methodology employed is quantitative in nature with a descriptive approach and a non-probabilistic purposive sampling with a survey applied to 152 consumers. The findings identified key factors that impact customer satisfaction, such as speed of delivery, ease of navigation on the platform, clarity of information provided, after-sales service and alternatives for high volume or frequency operations. The conclusions suggest strategies for optimizing service quality and strengthening customer loyalty in the retail companies studied.

Business Minga: strategic principle as support of the business efficiency theorem

2024-11-26T15:16:14+00:00

This article sets out to test the Strategic Business Efficiency Theorem, derived from the Minga Empresarial (ME) model, a phenomenon identified in the COPROBICH company. To achieve this, the analysis employs the microeconomic theory of market efficiency as its foundation. The Minga, a principle of community solidarity applied in the South American Andes, underwent examination within the framework of development research conducted in Chimborazo province. Drawing from this theoretical approach, the study advances a perspective on business competitiveness aimed at enhancing the assets of MIPYMES operating within the four most critical sectors of the local economy. The adopted methodology relies on multivariate analysis using primary data, complemented by a mathematical approach that examines demand elasticity. As a key conclusion, the study finds that the Minga Empresarial (ME) model outperforms traditional market structures, including monopolies and corporate cartels. Additionally, the findings reveal an inverse proportionality between company size and competitiveness within this conceptual framework.

Economic benefits of digital marketing in the sustainable paradigm. the case of food service MSMEs in Mexico post-COVID-19

2025-03-11T22:03:20+00:00

Micro Small and Medium Enterprises (MSMEs) have faced a series of challenges before, during and after the pandemic. Since this period, digitalization has increased, representing an opportunity for this kind of enterprises to sustain in the face of new ways of offering and distributing their services. Of all the sectors, the food services sector is of special interest due to its contribution to the Gross Domestic Product (GDP). Thus, the aim of this paper was to explore whether the economic benefits of digital marketing strategies were really perceived by the owners and managers of MSMEs in the food service sector to overcome the pandemic stage, and to evaluate the opportunities for improvement in post-Covid-19 scenario. Through a cross-sectional descriptive study, in which owners and managers of MSMEs in the food service sector located in the south of Tamaulipas, Mexico, were surveyed, results obtained open new lines of research. Of a total of 100 companies, most of their leaders were surveyed face-to-face while a minority were surveyed in a self-administered manner. The 81% of providers perceive multiple benefits of digital marketing strategies in the management of their businesses, which are mainly found on social networks and digital platforms, but the majority are not able to identify their target market.