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This research explains how the consumption market has evolved in Santo Domingo of Tsachilas in Ecuador, a province characterized by a large business activity with an endless number of micro, small and medium enterprises (MSMEs), some of them with an emerging marketing management, divorcing the needs of customers with their own satisfaction, creating instability and economic losses. The study was based on quantitative and qualitative methods. The direct sources of information are the unit of analysis, and refer to the general consumers, as managers, administrators or entrepreneurs of MSMEs. The main findings attest to a poor business strategy that is made up for very positive economic situation, despite the commercial fluctuations, the growth rate of Santo Domingo’s economy is healthy, and the absence of competitive advantages limits the positioning of those organizations.

EVOLUCIÓN DEL MERCADO DE CONSUMO Y SU REPERCUSIÓN EN EL SECTOR COMERCIAL EN SANTO DOMINGO DE LOS TSÁCHILAS