Marketing strategies used in stores in Katueté, Paraguay
Keywords:
customer loyalty, pricing, social media, sales.Abstract
The marketing strategy is a comprehensive plan that defines how a company will attract and retain customers using tools such as advertising, promotions, and public relations to achieve its business objectives. The aim of the research was to describe the marketing strategies used in stores in Katueté, Paraguay. A quantitative, descriptive non-experimental methodology was employed. The population consisted of 45 entrepreneurial store owners through intentional sampling, and data was collected via surveys during fieldwork in the first semester of 2025. The main results show that 82% use social media as their primary marketing strategy, while 72% use pricing strategies such as discounts and special promotions. Regarding the impact of these strategies, 52% find them very effective and 40% find them effective. In terms of promotional channels, 79% of respondents use Instagram as their main promotion platform. Additionally, 32% measure success through total sales, indicating this is a key indicator for many. 28% evaluate direct sales on social media, and 27% focus on the number of repeat customers, suggesting customer loyalty is important. Therefore, it is highlighted that social media is the main tool for attracting and retaining customers. Furthermore, the use of discounts and promotions is observed. This study also serves as a foundation for future research and the formulation of marketing strategies.
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