El objetivo del presente artículo consiste en diagnosticar la percepción de los consumidores de las distribuidoras de productos de consumo masivo de la provincia de Santa Elena. La contribución teórica radica en la concepción de la teoría y práctica en las acciones estratégicas de comercialización atendiendo al contexto, la definición y caracterización de la gestión de marketing, con el fin de determinar los factores decisorios y de éxito para las empresas, constituye el aporte teórico para argumentar la investigación realizada. Se realizó una investigación exploratoria dirigida a consumidores de productos masivos de entre 20 y 54 años de la provincia de Santa Elena y se realizó entrevistas a tres representantes de distribuidoras de productos de consumo masivo. Los resultados recomiendan que con la aplicación de estrategias de comercialización asertivas basadas en las preferencias del grupo meta, y tendencias del mercado, se mejoraría el desempeño organizacional, mediante la captación de prospectos, y generación de lazos de fidelización de clientes actuales. AbstractThe objective of the present scientific article is to diagnose the perception of the consumers of the distributors of products of mass consumption of the province of Santa Elena. The theoretical contribution lies in the conception of theory and practice in strategic marketing actions, taking into account the context, the definition and characterization of marketing management, in order to determine the decisive and success factors for the companies, constitutes the contribution Theoretical to argue the research carried out. An exploratory investigation was conducted for consumers of mass products between 20 and 54 years of Santa Elena province and interviews were conducted with three distributors of mass consumer products. The results recommend that with the application of assertive marketing strategies based on the preferences of the target group, and market trends, organizational performance would be improved by attracting prospects and generating loyalty ties of current clients.
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