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El objetivo del presente articulo consiste en diagnosticar la percepcion de los consumidores de las distribuidoras de productos de consumo masivo de la provincia de Santa Elena. La contribucion teorica radica en la concepcion de la teoria y practica en las acciones estrategicas de comercializacion atendiendo al contexto, la definicion y caracterizacion de la gestion de marketing, con el fin de determinar los factores decisorios y de exito para las empresas, constituye el aporte teorico para argumentar la investigacion realizada. Se realizo una investigacion exploratoria dirigida a consumidores de productos masivos de entre 20 y 54 anos de la provincia de Santa Elena y se realizo entrevistas a tres representantes de distribuidoras de productos de consumo masivo. Los resultados recomiendan que con la aplicacion de estrategias de comercializacion asertivas basadas en las preferencias del grupo meta, y tendencias del mercado, se mejoraria el desempeno organizacional, mediante la captacion de prospectos, y generacion de lazos de fidelizacion 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.

Estrategias de comercialización de las distribuidoras de productos de consumo masivo de la provincia de Santa Elena.