Recent Submissions

  • Organizaciones no lucrativas sostenibles en Perú: una gestión eficiente en recaudación de fondos

    Guerrero Barragán, Angela; Romero Pariachi, Rosa (Universidad Peruana de Ciencias Aplicadas (UPC), 2017-12-01)
    Este trabajo de investigación ha sido realizado con el objetivo principal de proporcionar información sobre el mercado no lucrativo que permita determinar las mejores estrategias para que las ONGs peruanas alcancen la sostenibilidad financiera. Se busca utilizar la información obtenida en esta investigación para mejorar el desempeño de las ONGs peruanas, especialmente en aquellos aspectos vinculados a sus labores de recaudación de fondos. A través de una investigación completa sobre el mercado global y nacional no lucrativo, la identificación de tendencias y estrategias, y la definición del perfil del donante peruano se busca construir una propuesta instructiva para las ONGs que busquen mejorar su competitividad, alcanzar la sostenibilidad y, de esta manera, ampliar el impacto social de sus acciones. Dentro del marco teórico de la investigación se han revisado dos grandes aspectos: • Sobre ONGs: funcionamiento, tipos de sistemas, formas jurídicas, normas tributarias, características y aportes a la sociedad. • Recaudación de fondos: definición, objetivos, fuentes de fondos, medición de la rentabilidad y limitaciones. La principal interrogante que responde esta investigación es: ¿qué cambio estratégico deben hacer las ONGs peruanas en sus áreas de recaudación de fondos para alcanzar la sostenibilidad financiera? Es por esta razón que este trabajo valida la hipótesis de que, con la finalidad de ser autosostenibles, las ONGs peruanas deberían emprender los siguientes cambios estratégicos dentro de sus áreas de recaudación de fondos: (i) buscar donaciones recurrentes por parte de personas naturales, en lugar de la concentración de esfuerzos en la obtención de aportes corporativos –para lo cual, a su vez, deberían trabajar en planes estratégicos bien estructurados, con indicadores medibles y comparables, (ii) invertir en la identificación de segmentos; y (iii) medir la rentabilidad de sus acciones. La metodología de investigación ha considerado las siguientes fuentes secundarias y primarias, cada una de las cuales ha sido seleccionada con el propósito de generar información relevante para la presente investigación: • Secundarias: centradas en el mercado internacional, con las que se identificaron tendencias globales, estrategias, buenas prácticas e indicadores de desempeño en recaudación a nivel global. • Primarias: centradas en el mercado nacional, con las que se identificaron los competidores locales, las participaciones en el mercado, los ingresos por recaudación, el importe promedio de donación, el perfil cualitativo y cuantitativo del donante –a través de meticulosas entrevistas llevadas a cabo con expertos, focus group y encuestas con donantes peruanos. Después de exponer los resultados de la investigación, se presenta un breve caso de práctico que permite arribar a las conclusiones finales del trabajo, de manera didáctica y concisa. La parte final de este trabajo tiene como finalidad demostrar la aplicabilidad de los datos obtenidos y comprobar la relevancia de esta investigación en la tarea de alcanzar la sostenibilidad económica de las ONGs peruanas.
  • Atributos de la estrategia de promoción de Promperú que evalúan los millennials limeños del NSE C para viajar al interior del país

    Manco, Patricia; Luna Orihuela, Anyeli; Nuñez Contreras, Karla (Universidad Peruana de Ciencias Aplicadas (UPC), 2018-03-31)
    El presente estudio de investigación consiste en evaluar la percepción que tienen los turistas limeños de que tienen 26 a 35 años del NSE C de Lima Metropolitana sobre los atributos de las estrategias de promoción de Promperú. Esta investigación muestra cómo ha sido la evolución del turismo interno en el Perú en los últimos tres años y el comportamiento del millennial adulto. Esta generación es la que más viaja a nivel nacional y se ha convertido en el nuevo público objetivo de muchas empresas privadas de turismo y de organismos como Promperú. Asimismo, se quiere demostrar si las acciones realizadas por Promperú tienen resultados positivos o no en los millenials para motivarlos a viajar al interior del país. Esta investigación ayudará a que Promperú pueda mejorar su estrategia de promoción por medio de los atributos encontrados en los estudios realizados, como focus groups y encuestas, ya que gracias a esos resultados logramos ver el comportamiento, gustos y preferencias del público objetivo, el cual se está analizando. La generación de los millennials es un sector bastante atractivo para industria del turismo, ya que una de sus principales características es el gusto por los viajes; sin embargo, no todos son los que viajan o lo hacen con frecuencia, es ahí donde se deben ver las oportunidades para lograr que ese grupo que aún se rehúsa a viajar, lo haga. Con una buena estrategia de promoción, se puede revertir el número y aumentar el flujo de viajeros que se está analizando.
  • Diario perú 21: análisis de la elasticidad de la demanda y la factibilidad de aplicar políticas de precios para mejorar su participación de mercado en la ciudad de Lima del 2008-2015

    Remezzano Bongiovani, Andrés; Alvines Chumpitaz, Stephanie Lisseth; Ango Bedriñana, Marjory Flora; Antonio Pecho, Nancylina del Pilar (Universidad Peruana de Ciencias Aplicadas (UPC), 2016-12)
    The purpose of this research is to determine if it is feasible to use price policies based on the type of price elasticity of demand of Peru.21 for the period 2008-2015. Likewise, it seeks to demonstrate the existence of exogenous variables that may Affect the price and therefore the volume of sales of the newspaper under study. In addition, it reveals how the growth of internet access in the Peruvian market can affect the circulation of the newspaper Peru.21. In order to identify the relationship between daily circulation and price, the main theories that explain price elasticity are analyzed, revealing to what extent the variation of the price of a product can affect the amount demanded, as well Provides information on the market of the written press in Peru and how it has reacted to the rise of the internet. Then, the linear regression model is designed in order to explain the behavior of the dependent variable also called endogenous variable that is the circulation of the daily Peru.21 in function of the exogenous variables or denominated independent or explanatory as they are the annual historical price of the Newspaper Peru 21, advertising investment in the newspaper, advertising investment on the internet and internet access nationwide. In other words, the multiple linear regression model is performed in order to understand which variables are the most relevant and how they influence to a great extent the demand equation. Finally, some recommendations are considered to improve the marketing of the daily newspaper Peru.21 within the Peruvian newspaper market, which is constantly changing due to the rapid advance of technology in the media, with high expectations of growth in the market. City of Lima and inside of the country.
  • Investigación de la viabilidad del uso de billetera móvil como medio para realizar transacciones con dinero electrónico en San Juan de Lurigancho

    Azabache Morán Carlos; Florez Luque, Laurita; Medel Del Carpio, Brenda; Samanamud Malca, Sixto; Yagui Garrido, Adan Ramiro (Universidad Peruana de Ciencias Aplicadas (UPC), 2017-01)
    The present work of professional sufficiency examines the potential market of users of the mobile wallet, specifically in the most populous district of Metropolitan Lima, whose characteristics could have greater incidence in the use of this innovative tool. The main objective of the study is to evaluate the degree of resolution that the market can have in the use of the mobile wallet in addition to identifying critical factors of success and failure that may have the project, as well as the actions necessary for the viability of the same to last in the medium and long term. The methodology used to obtain the necessary data in the evaluation of the feasibility of the project consisted of both in-depth interviews with experts and surveys of the target public based on a sample of 400 people. The interviews served to understand the dynamic environment of electronic money platforms, in addition to the strategies used by banks and the private sector to encourage the use of them. Surveys examined the behavior of potential users and their critique of the use of the mobile wallet. In this way, you can determine if the hypothesis is correct.
  • Crowdfunding como medio alternativo de financiamiento y su viabilidad aplicando el marketing digital en la región de Lima Metropolitana

    Azabache Morán Carlos; Arteaga Zubiate, Adriana Milagros; Chamorro Agüero Maryori Mireylla; León Hoyos, Roselyn Clarivel; Michilot Yalán, Luis Gonzalo; Paucar Rupay, Magaly Elisa (Universidad Peruana de Ciencias Aplicadas (UPC), 2016-12)
    This paper aims to demonstrate the viability of Crowdfunding through digital marketing in Metropolitan Lima, specifically in micro and small entrepreneurs and/or early stage entrepreneurship and its problematic and costly relationship with the financial system, lacking credit history. For this purpose, interviews with digital marketing specialists and with micro and small entrepreneurs of the various districts of Metropolitan Lima have been carried out, and then a survey applied to 384 MSEs in a random way, about their perceptions and opinions about digital marketing and the knowledge of the Crowdfunding. Finally, it is concluded that in Lima Metropolitana the viability of Crowdfunding through digital marketing would be given in situations where people are willing to finance projects, contribute money, have knowledge of Crowdfunding and have participated in collective financing; as well as those who have a negative opinion of the interest rates of the financial system. So also the feasibility of using digital marketing in MSEs is given by the time of navigation and in-depth knowledge of Facebook tools.
  • Variables monetarias en la fuerza de ventas y su importancia para las ventas de la empresa Grupo Forte S.A.C.

    Azabache Morán Carlos; Virreyra, Alvaro; Pacheco, Manuel; Ninacondor, Elizabeth; Cornejo, Gustavo; Moscoso, Alonso (Universidad Peruana de Ciencias Aplicadas (UPC), 2017-01-31)
    The purpose of our research is to analyze the monetary variables that directly influence sales, which are quotas, commissions and bonuses. Also, what we seek is to find which of these variables influence in greater proportion to the increase of the sales in order to be able to determine strategies of greater relevance and to discard the use of those that support a variable of less impact in the company Forte. The data that we will use for the development of our research will basically be secondary information acquired from the company Grupo Forte SA C where the sales from 2013 to 2015 (monthly ranges) will be analyzed along with the quotas, bonuses and commissions received for each period. As for the method that will be used to identify the variable that most influences will be the multiple linear regression model where we can find the analysis of multicolinealidad, this will serve to be able to determine if there is correlation between any of the variables or combination of variables with respect to The dependent variable that sales are. The multiple linear regression analysis will test which combination of independent variables have the greatest impact on sales respectively. Finally, the results of the statistical tests indicate that the most relevant variables are the quotas and commissions for the increase of the sales in Forte, so that a correct method in the fixation of quota and a clear strategy of payment of commissions will increase Income in Forte. Key words: Quota, bonuses, commissions, sales, analysis, linear regression
  • Análisis del impacto de Facebook como parte de una estrategia de marketing digital para aumentar las ventas de una empresa inmobiliaria en el perú, en el siglo XXI

    Azabache Morán Carlos; Del Valle Roeder, Maria Fe; Guillén Huamancaja, Luis Rafael; Muroya Lei, Melanie; Quino Sullca, Sandra Lucía (Universidad Peruana de Ciencias Aplicadas (UPC), 2017-01-31)
    Real Estate in Peru today is facing a new and growing target audience made up mainly of young people who do not have a family load, who quickly access mortgage loans and who buy their first home to become independent. Faced with this new panorama, real estate have been forced to look at this new public named millenials, and adapt to their lifestyle. Millenials are a generation of digital natives, who spend a lot of time on social networks. Therefore, consider it important to analyze the sales impact that the Facebook tool can generate as part of a digital marketing strategy. For this investigation, specialized bibliography was reviewed and work was done on the data provided by the company “Líder Grupo Constructor”. It was verified that although there is not a direct increase between the sales realized through the use of Facebook, according to the sample results of the research exposed, the increase of visits to the sales rooms is higher and has a lower cost. Also, it was found that only the use of Facebook paid as digital marketing strategy, will not generate a higher proportion of sale. It must be combined with other types of communication. Therefore, we propose that depending on the target audience to which each project is addressed, the amount of investment to be incurred in using Facebook within the strategy established in the marketing mix must be decided without jeopardizing the total budget.
  • El comportamiento del consumidor de la generación z respecto al proceso de compra tradicional y su relación con las marcas en los medios digitales

    Falla, Vania; Aybar Lindley, Lissette; Colchado Pisconti, Diego; Chávez Aguilar, Fiorella; Gonzales Benavides, Silvia; Obando Ponce, Omar (Universidad Peruana de Ciencias Aplicadas (UPC), 2017-01-31)
    The present investigation raises the need to identify the changes that might or not be given in the process of traditional purchase opposite to the new generations that are about to come, this is stimulated principally for the behavior of the Generation Z. For it, this document is based in the nearby investigation of the target concerning about his behavior in order to know how they choose and buy different brands and in what way they will be able to be fidelize through companies that applies marketing 3.0, which is discussed in the theoretical framework in the chapter 1. The chapter 2 contains the objectives and the main hypothesis of the investigation, which is: The Generation Z consumer is considered as a digital native and maintains a direct contact with the technology, which plays an important role in its day a day. That is why it is possible that the behavior of Generation Z, as consumers, influence the transition from the traditional buying process to one more online. The methodology used for the present investigation, which is in the chapter 3, shows two complementary parts; the qualitative exploratory, which include two depth interviews to experts in topics of digital marketing and consumer behavior which were taken as a base for the accomplishment of two focus group that were performed as a consequence of that first investigation. The first focus was aimed at young people aged 13 to 19 years and the second, to parents of this generation. Finally, a conclusive quantitative investigation was carried out, covering 384 face-to-face surveys. This new segment is a digital native and generator of new content, and also shows new patterns of behavior that differentiate it from the ancestral generations, therefore, analyzing and studying these behavioral characteristics is fundamental to evaluate if the buying process could undergo changes in the not too distant future. This would impact in the retail sector, as the behavior of this new generation would impact other items such as educational, psychological, labor, etc, discussed in the chapter 4. As a result of the research the most relevant characteristics of Generation Z consumer behavior are identified, which allows to know their preferences in relation to how they consume different brands. Finally, as a result of the analysis, presented in the chapter 5, we present the findings and recommendations regarding the possible change in the traditional purchasing process driven by the behavior of this new generation.