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ARTISANAL TYPE CLOTHING: CHALLENGES AND OPPORTUNITIES IN ITS COMMERCIALIZATION Imprimir E-mail

Cindy Mireya Ramón Rodríguez

Technological University of the Mixteca

Master in Business Administration

Oaxaca, Mexico

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Yannet Paz Calderón

Technological University of the Mixteca

Institute of Social Sciences and Humanities

Oaxaca, Mexico

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Martín Reyes García

Technological University of the Mixteca

Institute of Social Sciences and Humanities

Oaxaca, Mexico

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Mónica Teresa Espinosa Espíndola

Technological University of the Mixteca

Institute of Social Sciences and Humanities

Oaxaca, Mexico

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Reception Date: 02/14/2017 - Approval Date: 06/12/2018

 

ABSTRACT

 

The sector dedicated to the commercialization of artisanal clothing has faced new opportunities for growth caused by cultural dissemination, incursion of the design and increase in fashion, which has given rise to the emergence of new companies dedicated to the offer of these products, however, in some cases within this economic units there is an ignorance in administrative knowledge which represent a disadvantage to face a competitive market. The present investigation has as objective to make a study of the conditions of the supply of clothes of artisan type in La Heroica Ciudad de Huajuapan de León, Oaxaca, México for this purpose were interviewed marketers artisanal clothing type business owners, the information collected was about the attention to the customer, the variety of products, and marketing, based on this it was able to identify that businesses have different areas of opportunity, that can boost sales of companies that marketed artisanal clothing type in this city.

 

KEY WORDS: Artisanal Clothing; Commercialization; Offer; Customer Service; Variety of Products.


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