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This research work was based on the characterization of consumer behavior with the purpose of applying integral marketing as an internal management tool in the enterprises that are part of the Popular and Solidarity Economy (EPS) in the city of Riobamba, country Ecuador. The implementation of this tool will allow these businesses to improve the efficient management of resources (Human, financial, material and technological) and decision making. Through a qualitative and quantitative analysis it was possible to determine the variables that allowed the development of the methodology that resulted in an objective definition of the integral marketing strategies that contribute to the positioning of these businesses, the products, an adequate management of the production costs and definition exact supply chain, contributing to be competitive in the market. For the data collection, previously validated surveys were applied through the Cronbach's Alpha, determining a significant coefficient that supports the reliability of the scale of measurement applied to the survey; then a statistical analysis was carried out through the application of the Ci square, with which it was found that there is a relationship between integral marketing and the strategies that these businesses must implement to improve their business management.

Marketing integral una herramienta de gestión en emprendimientos de economía popular y solidaria (EPS), Ecuador