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Volume 1, Issue 1 – July – December – 2017
Journal-Business Administration-
Marketing; Accounting
Volume 3, Issue 4 – January – June – 2019
ISSN-On line 2531-3002
RINOE®
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management, Labor contracting: Outsourcing, Franchising and other topics related to Social Sciences.
Presentation of the content
In the first article we present, Diagnosis of the Cost System in SME companies in the textile
sector of South Sonora, Mexico, by MILLANES-MORENO, María Dolores, RUIZ-PEREZ, Roberto,
VALENZUELA-REYNAGA, Rodolfo and VÁZQUEZ-JIMENEZ, Imelda Lorena, with adscription in
the Instituto Tecnológico de Sonora, in the next article, The insurance market in the young population
of Ciudad Nezahualcóyotl, by ÁLVAREZ-GARCÍA, Mónica, GUERRERO-IBARRA, Carlos,
GUTIÉRREZ-JIMÉNEZ, Silvia and LARIOS-CALVA, Margarita, with adscription in the Universidad
Tecnológica de Nezahualcóyotl, in the next article, Diagnosis on the marketing and technological
strategies used by MSMEs, by ARMANDO-RODRÍGUEZ, Sergio, GARCÍA-BAHENA, María
Gabriela, HERNÁNDEZ-VÉLEZ, Mónica and WALDO-CAAMAÑO, José David, with adscription in
the Universidad Tecnológica de Nezahualcóyotl, in the next article, Market study identifying the
feasibility of producing dog food dispensers in Nanchital, Veracruz, by MINA, Susana del Carmen,
GARCÍA-SOSA, Alfonso, GÓMEZ-ARREOLA, Elizabeth and MORENO-ROBLEDO, María del
Carmen, with adscription in the Universidad Tecnólogica del Sureste de Veracruz.
Content
Article
Page
Diagnosis of the Cost System in SME companies in the textile sector of South Sonora,
Mexico
MILLANES-MORENO, María Dolores, RUIZ-PEREZ, Roberto, VALENZUELA-
REYNAGA, Rodolfo and VÁZQUEZ-JIMENEZ, Imelda Lorena
Instituto Tecnológico de Sonora
1-8
The insurance market in the young population of Ciudad Nezahualcóyotl
ÁLVAREZ-GARCÍA, Mónica, GUERRERO-IBARRA, Carlos, GUTIÉRREZ-JIMÉNEZ,
Silvia and LARIOS-CALVA, Margarita
Universidad Tecnológica de Nezahualcóyotl
9-14
Diagnosis on the marketing and technological strategies used by MSMEs
ARMANDO-RODRÍGUEZ, Sergio, GARCÍA-BAHENA, María Gabriela, HERNÁNDEZ-
VÉLEZ, Mónica and WALDO-CAAMAÑO, José David
Universidad Tecnológica de Nezahualcóyotl
15-21
Market study identifying the feasibility of producing dog food dispensers in Nanchital,
Veracruz
MINA, Susana del Carmen, GARCÍA-SOSA, Alfonso, GÓMEZ-ARREOLA, Elizabeth and
MORENO-ROBLEDO, María del Carmen
Universidad Tecnólogica del Sureste de Veracruz
22-27
1
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 1-8
Diagnosis of the Cost System in SME companies in the textile sector of South Sonora,
Mexico
Diagnóstico del Sistema de Costos en empresas Mypmes del sector textil del Sur de
Sonora, México
MILLANES-MORENO, María Dolores†*, RUIZ-PEREZ, Roberto, VALENZUELA-REYNAGA,
Rodolfo and VÁZQUEZ-JIMENEZ, Imelda Lorena
Instituto Tecnológico de Sonora, Departamento de Contaduría y Finanzas
ID 1st Author: María Dolores, Millanes-Moreno / ORC ID: 0000-0003-0772-2930, CVU CONACYT ID: 688327
ID 1st Coauthor: Roberto, Ruiz-Perez / ORC ID: 0000-0001-8884-9890, CVU CONACYT ID: 625356
ID 2nd Coauthor: Rodolfo, Valenzuela-Reynaga / ORC ID: 0000-0003-3408-361X, CVU CONACYT ID: 287601
ID 3rd Coauthor: Imelda Lorena, Vázquez-Jimenez / ORC ID: 0000-0002-3716-328X, CVU CONACYT ID: 287385
DOI: 10.35429/JBAB.2019.4.3.1.8 Received March 18, 2019; Accepted Juen 30, 2019
Abstract
The objective of this work is to diagnose the current
situation of the Mypmes of the textile sector of the South
of Sonora for the determination of how the financial
administrator can make decisions through the analysis of
the environment and the veracity of the information that
the cost system throws, and with it facilitate the
development of possible solutions that maximize the
profitability of companies. The research has two
approaches: qualitative for the characterization of the
phenomenon and quantitative for the causal relationships
between the variables under study. The study is
exploratory, since it works on knowledge gaps that have
different results depending on the context; It is descriptive
because specific results of microenterprises are shown.
The research is non-experimental, since there is no control
over the variables. The instrument was designed based on
the National Survey on Productivity and Competitiveness
of Micro, Small and Medium Enterprises (ENAPROCE)
2015. The SPSS and SmartPLS were used to determine the
causal relationships and validation of the instrument's
reliability, as well as the verification of the hypotheses. It
contributes to the promotion of applied research in
regional issues for possible solutions associated with the
well-being of organizations.
Cost System, Financial Administrator, Accuracy of
Financial Information
Resumen
El objetivo de este trabajo es diagnosticar la situación
actual de las Mypmes del sector textil del Sur de Sonora
para la determinación de cómo el administrador financiero
pude tomar decisiones a través del análisis del entorno y la
veracidad de la información que arroja el sistema de
costos, y con ello facilitar la elaboración de posibles
soluciones que maximicen la rentabilidad de las empresas.
La investigación tiene dos enfoques: cualitativo para la
caracterización del fenómeno y el cuantitativo para las
relaciones causales entre las variables objeto de estudio. El
estudio es exploratorio, ya que se trabaja sobre brechas del
conocimiento que tienen diferentes resultados según el
contexto; es descriptivo porque se muestran resultados
específicos de las microempresas. La investigación es no
experimental, ya que no se tiene control sobre las
variables. El instrumento se diseñó tomando como
referencia la Encuesta Nacional sobre Productividad y
Competitividad de las Micro, Pequeñas y Medianas
Empresas (ENAPROCE) 2015. Se utilizaron el SPSS y
el SmartPLS para determinar las relaciones causales y
validación de confiabilidad del instrumento, así como la
comprobación de las hipótesis. Se contribuye al fomento
de la investigación aplicada en problemáticas regionales
para posibles soluciones asociadas al bienestar de las
organizaciones.
Sistema de Costos, Administrador Financiero,
Veracidad de la información Financiera
Citation: MILLANES-MORENO, María Dolores, RUIZ-PEREZ, Roberto, VALENZUELA-REYNAGA, Rodolfo and
VÁZQUEZ-JIMENEZ, Imelda Lorena. Diagnosis of the Cost System in SME companies in the textile sector of South Sonora,
Mexico. Journal-Business Administration-Marketing; Accounting. 2019. 3-4: 1-8
* Correspondence to Author (email: [email protected])
† Researcher contributing as first author
© RINOE Journal–Western Sahara www.rinoe.org/westernsahara
2
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 1-8
ISSN 2531-3002
RINOE® All rights reserved MILLANES-MORENO, María Dolores, RUIZ-PEREZ, Roberto, VALENZUELA-REYNAGA, Rodolfo and VÁZQUEZ-JIMENEZ,
Imelda Lorena. Diagnosis of the Cost System in SME companies in the
textile sector of South Sonora, Mexico. Journal-Business
Administration-Marketing; Accounting. 2019
Introduction
Current market conditions demand that
companies be more competitive, thereby
facilitating opportunities for commercial success
in a globalized environment, as stated by Monge
(2010). The relevance of developing these
research works provide guidelines for Mpymes
to make decisions that are aimed at improving
their monetary performance, which will result in
returns.
The research is carried out in southern
Sonora, specifically in the municipality of
Cajeme where Mpymes of the textile sector have
an important participation in the economic
growth of the region. This is supported by the
portal of the Government of the State of Sonora
(2016) in the 2016 Annual Work Report of
Sonora in which it states that in that year 30
investment projects were carried out which will
generate 9,743 new jobs and an investment of
337 million dollars with resources from different
countries in Europe, North America and Asia,
benefiting the most important municipalities of
Sonora. Among the main sectors that received
support are: aerospace, agribusiness, textiles,
among others.
The central problem of the investigation
is that a financial administrator through the use
of a cost system could explain through causal
relationships how a company in the textile sector
could make better decisions analyzing the
environment and the veracity of the reports it
produces. the same (Cedeño, F., Coloma, R., and
Zamora, V., 2016; Ríos, M., 2014; Román, C.
2012). This establishes two basic hypotheses.
H1: The Financial Administrator through
the cost system positively impacts the economic
performance of the organization with the use of
environmental analysis.
H2: The Financial Administrator through
the cost system positively impacts the economic
performance of the organization with the use of
truthful information.
Posing the problem and establishing the
hypotheses, the following general objective can
be established.
Diagnose the current situation of the
Mypmes of the textile sector of southern Sonora
for the determination of how the financial
manager can make decisions through the
analysis of the environment and the veracity of
the information provided by the cost system, and
thereby facilitate the preparation of possible
solutions that maximize the profitability and
performance of companies.
To facilitate the understanding of this
work, it is convenient to mention its structure,
which is organized in six sections: Introduction,
Theoretical Framework, Methodology, Results,
Conclusions and References.
The Introduction section shows a brief
history of the phenomenon under study, as well
as its geographical contextualization. It also
exposes the problem to be developed, the
hypotheses to be tested, as well as the general
objective.
In the second section, a review of the
literature regarding the three study variables in
the research is developed, as well as its
conceptualization through previous research.
This point is about establishing the starting
framework for the operationalization and
characterization of the phenomenon.
The third section systematically recounts
the methodology used to collect and analyze the
information obtained, as well as the quantitative
methods used to achieve the objectives set.
In the fourth section the results obtained
derived from the analyzes performed are
presented, in order to open a preamble in the
establishment of causal relationships and the
determination of the statistical contribution.
The conclusions section shows whether
the hypothetical relationships raised at the
beginning are fulfilled, or not. In the same way
future research is proposed.
Finally, in the references section, all the
sources that were consulted for the realization of
this investigation are listed.
3
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 1-8
ISSN 2531-3002
RINOE® All rights reserved MILLANES-MORENO, María Dolores, RUIZ-PEREZ, Roberto, VALENZUELA-REYNAGA, Rodolfo and VÁZQUEZ-JIMENEZ,
Imelda Lorena. Diagnosis of the Cost System in SME companies in the
textile sector of South Sonora, Mexico. Journal-Business
Administration-Marketing; Accounting. 2019
Theoretical framework
The textile industry is one of the main sources of
income and employment for many countries,
especially those in development, this type of
industry at the global level was among the first
to develop and thereby revolutionized its entire
environment, generating an increase in serial
work According to Angulo (2001, p.1) “the
textile industry represented up to 2.5% of world
merchandise trade and 3.3% of world
manufacturing trade in 2001”.
In Mexico, “the textile industry began to
be recognized since 1830, 4 modern spinning
factories were created in Puebla with 8,000
spindles in 1837 and by 1844 there were already
47 factories with 113, 813 spindles in the
country” (Arroyo & Cárcamo, 2010). Industrial
development in Mexico in recent years has been
paralyzed due to three factors that Díaz (2005)
mentions: “firstly the competitiveness of the
Chinese economy, secondly the loss of
competitiveness of the Mexican economy and,
finally, fiscal reforms to the Income Tax
implemented to wages and salaries”. This third
factor has mostly affected the demanding sectors
with intensive human resources, such as
factories and maquiladoras.
Sonora, is a state in the northwest of the
country which is diversified in terms of
economy, mainly concentrated in primary
activities such as agriculture, mining, forestry
and fishing. The textile industry is implemented
in Sonora from the structural change made in the
seventies, when the primary sector declines as
the axis around which its economy revolved, and
manufacturing activity and services begin to
gain importance as the authors comment Lara,
Velásquez and Rodríguez (2007).
According to the National Institute of
Statistics, Geography and Informatics (INEGI),
“in the years from 1993 to 2004, the economy of
Sonora was the smallest in the context of the
northern states of Mexico, and was also the least
dynamic of the gross domestic product (GDP)
”cited by Díaz (2009) pp: 47.
ProMéxico with information from
INEGI (2018), indicates that 1 in 10 jobs in the
manufacturing industry is that of the textile and
clothing sector, in 2017 alone 181,648 jobs were
generated in the Mexican Republic and 1,521
university graduates with related careers.
Textile companies represent 64% of the
total sector in Mexico, with a production of $
84,877 million pesos only in 2017, the state with
the highest textile production is the State of
Mexico with 20.10% of the total, followed by the
City of Mexico with 17.20% and Puebla with
11.40%. In exports Coahuila took first place
with an equivalent to 15.10% of the total,
following Puebla with 11.60% and Baja
California with 8.70%. (ProMéxico, 2017)
Classification of cost systems
The classification of cost systems can be based
on the date you get the information, these can be
historical or predetermined. According to Reyes
(2016) “historical or real costs are obtained at the
time the product has been prepared”, while Del
Río (2004) defines them as “consummated facts
which provide data for control, planning and
taking of decisions”.
Continuing with the predetermined costs
that Ortega (2012) defines as “the costs that are
born in the termination of the product and even
before its production”, these are divided in turn
into estimates and standard. García (2014)
explains that the estimates "project how much a
product or the operation of a product can cost for
a given period", these types of costs are
calculated based on the experience of previous
productions of the person who is calculating
them. While the standard costs are how much the
product should cost, based on the scientific
method.
Cost systems can also be classified
according to the way they operate: absorbent or
direct. Gómez (2005) defines absorbents as
those that “include the costs of direct raw
material, direct labor and fixed and variable
indirect manufacturing costs”, on the other hand,
Huicochea (2010) declares that the direct ones
“do not include fixed or periodic costs and do not
require apportionments, because the unit cost of
the product only accumulates those costs that
have a direct identification with the product”.
A final classification is based on the
production characteristics of the company,
which are divided into production orders or
production processes.
4
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 1-8
ISSN 2531-3002
RINOE® All rights reserved MILLANES-MORENO, María Dolores, RUIZ-PEREZ, Roberto, VALENZUELA-REYNAGA, Rodolfo and VÁZQUEZ-JIMENEZ,
Imelda Lorena. Diagnosis of the Cost System in SME companies in the
textile sector of South Sonora, Mexico. Journal-Business
Administration-Marketing; Accounting. 2019
The first Horngren, Datar and Rajan
(2012) identify them by “work orders that, in
general, use different amounts of resources
having the ability to divide costs for each batch
manufactured”, and the second, “is used in
industries whose production is continuous and
mass, where there is one or several processes of
transformation of matter ”(Reyes, 2016).
The Financial Administrator (Y1)
The financial administrator of the organization
has as one of its maxims to ensure the
achievement of previously set objectives. To do
this, he uses various tools that facilitate decision
making. One of the main functions is to use an
adequate cost system, since from this you can do
planning activities, merchandise acquisition,
waste management, among others and with this
you contribute to the maximization of the agent's
monetary resources economic. With a good cost
system, the financial administrator is enabled to
be able to make forecasts for the preparation of
the company's financial plans and thus a
decrease in financial uncertainty is achieved,
since it monitors the possible scenarios to which
could face.
Decision making and cost system
Ríos (2014) highlights the importance of cost
systems as they provide information for the
design of products and services, as well as the
outline of tools such as continuous improvement
to help in making decisions regarding
investment, reengineering and even in the
pricing cited by González, Aceves, López,
Navarro and Moreno (2018) pp: 22 Thus, in
companies it is vitally important to help
themselves with those tools that provide useful
information that can support decision-making
for the improvement of their administration, so
that each company must adapt its cost system
according to Your own needs and
characteristics.
Type of decisions that can be made
One of the main objectives in determining costs
is to offer information for decision making.
Companies have various strategy options when
determining costs, but according to Merlo,
Reinoso, Rubino and Ruggeri (2013), they
should aim to make decisions regarding three
fundamental factors:
Clients in which they will concentrate;
Products or services you will offer; Activities to
perform.
By taking action on the three aspects
above, the organization can be helped to reach
the total quality of its products and services and,
likewise, reduce their costs.
The environment analysis (X1)
In publications made by Guerrero (2004) he
mentions that the dynamism that organizations
face has caused greater competition derived
from the phenomenon of globalization; in such a
way that organizations have to incorporate
internal and external variables into their
planning and costing mechanisms; This is the
analysis of the environment to consider what
effects they could have on the performance of
the company.
Similarly, Gomez and Herrera (2014)
state that the changes that occur in the
environment trigger changes within the
company. They detected that some of the main
conditions of the business environment are:
variables of consumption and demography,
economic, technological, labor, ecological,
regulatory and relevant markets. For the
purposes of this investigation, the analysis of the
environment will be used to determine how they
affect the decisions of the financial
administrator.
The veracity of the information (X2)
In accordance with Financial Information
Standard A-4, financial information has the
quality of reliability when “the content is
consistent with the transactions, internal
transformations and events that occurred, and
the general user uses it to make decisions based
on this characteristic” and It will be true when
the events mentioned above and other events
have happened. For the purposes of this
investigation, the veracity of the information
will be used for the cost system. (Rincón and
Fernando, 2010; Rincón, Lasso and Parrado,
2012).
The veracity of the information serves to
solve problems and make corrective or future
decisions. In the same way, they propose
scenarios in which the organization would be in
a better chance of success.
5
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 1-8
ISSN 2531-3002
RINOE® All rights reserved MILLANES-MORENO, María Dolores, RUIZ-PEREZ, Roberto, VALENZUELA-REYNAGA, Rodolfo and VÁZQUEZ-JIMENEZ,
Imelda Lorena. Diagnosis of the Cost System in SME companies in the
textile sector of South Sonora, Mexico. Journal-Business
Administration-Marketing; Accounting. 2019
When the information is not truthful,
action programs can be made that are not
attacking the need or area of opportunity
detected, thereby achieving a decrease in
profitability (Rincón y Fernando, 2010).
Methodology to be developed
The research approach is quantitative. Causal
relationships are proposed between the variables
under study. The analysis is exploratory since it
works on knowledge gaps that have different
results depending on the context; It is descriptive
because specific results of microenterprises are
shown. The research is non-experimental, since
there is no control over the variables.
Instrument:
The instrument was designed taking as reference
the National Survey on Productivity and
Competitiveness of Micro, Small and Medium
Enterprises (ENAPROCE) 2015. As well as
adaptations of Ríos contents (2014) on
“Diagnostic Method to Determine the Cost
System in a Pyme” and the work of Del Río, C.,
Del Río, C. and Del Río, R. (2011) Costs I. To
give greater certainty to the application of the
instrument, each interviewer was asked to take a
picture of the place you visited.
Population:
The population was taken as reference
information provided by the National Statistical
Directory of Economic Units (2019) of the
INEGI, which shows that in the municipality of
Cajeme, Sonora there are 77 companies
dedicated to the manufacture of clothing and
clothing manufacturing / clothing accessories
and other garments, of which applying the
Sampieri formula with 67 companies surveyed
obtains a reliability of 97%.
Inferential Statistics
The SPSS 21 Software was used to calculate the
reliability of the instrument through Cronbach's
Alpha and the SmartPLS to determine the causal
relationships and validation of the instrument's
reliability, as well as the hypothesis testing. For
the statistical tests the square R, Beta
Coefficients, the P Value (significance) and the
Statistical t were taken.
Results
Derived from the application and
systematization of the instrument applied, the
following results were obtained:
Cronbach alphas:
Being an instrument adapted from an INEGI
CENSUS, its reliability should be obtained at
high levels (greater than 0.7), which is consistent
with the results obtained, each of the three
variables met the criteria: Financial
Administrator (0.9); Analysis of the
Environment (0.94) and Veracity of the
Information (0.9). Which indicates that the
respondents had no confusion with the
questions.
Figure 1 Cronbach's Alpha
Own elaboration with SmartPLS, 2019
R square:
It reveals the capacity of explanation of the
model, that is why the greater the result of this
statistic, the greater its explanatory power.
According to Hair, J. F., Ringle, C. M., and
Sarstedt, M. (2011), R2 classifies it with the
following values: 0.75 substantial, 0.5 moderate
and 0.25 weak. For the purposes of this
investigation, the following values were
obtained: Y1 Financial Administrator = f (0.6
Analysis of the Environment + 0.3 Accuracy of
Information + e) with a predictive power of 0.9.
The environment analysis being the most
important variable.
Beta Coefficients:
The trajectory of the coefficients determines the
relationship of the dependent variables with the
independent ones. The signs show the
relationship, that is, if the sign is positive it
means that they move in the same direction,
instead if the sign is negative they indicate an
inverse relationship.
6
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 1-8
ISSN 2531-3002
RINOE® All rights reserved MILLANES-MORENO, María Dolores, RUIZ-PEREZ, Roberto, VALENZUELA-REYNAGA, Rodolfo and VÁZQUEZ-JIMENEZ,
Imelda Lorena. Diagnosis of the Cost System in SME companies in the
textile sector of South Sonora, Mexico. Journal-Business
Administration-Marketing; Accounting. 2019
In the case of the investigation, the Betas
were 0.6 (Y1X1) and 0.3 (Y1X2). The higher the
reliability coefficient will be 97% and an error
less than 3%. The greater the significance of the
sample, the better the predictive capacity
between the causal relationships of the proposed
model.
Figure 2 Beta Coefficients
Own Elaboration with SmartPLS, 2019
Value and Statistics t:
The p-value shows the significance with which
the relationships can be accepted which would
have to be less than 0.05 and the value of t to be
significant has to be greater than 1.76. In the case
of the investigation, both criteria are met as
shown in the following Table 1. Hypothesis
Verification.
Hypothesis P
value
t
H1: The Financial Administrator through
the cost system positively impacts the
economic performance of the
organization with the use of
environmental analysis.
0.00 10.2
H2: The Financial Administrator through
the cost system positively impacts the
economic performance of the
organization with the use of truthful
information.
0.00 4.7
Table 1 Hypothesis Testing, Authors, 2019
Graphic Model
With the results obtained, we proceeded to
develop and establish the causal relationships
which can be seen in the following Figure 1.
Graphic Model.
Figure 3 Graphic Model
Own Elaboration with SmartPLS, 2019
Conclusions
As part of the concerns of current researchers in
administrative economic sciences, it has been
determined to make contributions to knowledge
that positively impact the regions in which they
are carried out; That is why the commitment to
encourage applied research which could be
useful to entrepreneurs in the textile sector of
Mpymes of the municipality of Cajeme, Sonora.
Government initiatives are focused on
innovation, in such a way that companies can
strengthen their productive capacities through
the use of financial tools. One of these
innovations is cost systems, which aim to
facilitate and support decision-making, as well
as the detection of opportunities for
improvement.
Derived from the results of the
investigation, the following findings were found:
There is a positive relationship between the
decisions made by the financial manager with
the use of a cost system and the analysis of the
environment; and also within this model it is the
most important (there is statistically significant
evidence with a p-value of 0 and a statistical t of
10.2).
7
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 1-8
ISSN 2531-3002
RINOE® All rights reserved MILLANES-MORENO, María Dolores, RUIZ-PEREZ, Roberto, VALENZUELA-REYNAGA, Rodolfo and VÁZQUEZ-JIMENEZ,
Imelda Lorena. Diagnosis of the Cost System in SME companies in the
textile sector of South Sonora, Mexico. Journal-Business
Administration-Marketing; Accounting. 2019
This indicates that the financial
performance of an organization can be strongly
affected by the internal and external conditions
that the organization is going through. This
finding reinforces what was cited by Guerrero
(2004) and Gómez y Herrera (2014).
Similarly, it was found that the financial
administrator through the cost system positively
impacts the economic performance of the
organization with the use of truthful information
(there is statistically significant evidence with a
p-value of 0 and a statistical t of 4.7). This
reveals that the information obtained through the
tool must be as objective as possible, since if
falsehood is committed, the decisions taken will
have an adverse effect on the objectives of the
organization. This conclusion is reinforced with
the approaches of Rincón and Fernando, (2010)
and Rincón, Lasso and Parrado (2012).
In conclusion, it can be affirmed that the
financial administrator of an organization plays
a key role in its performance, since through the
appropriate management of the cost system, it
can obtain pertinent information that will help it
make better decisions about the conditions of the
organization. environment (mainly in relation to
competitors, losses, among others) and to obtain
truthful information that is reliable to support the
objectives previously set for the economic agent.
In future research, the sample could be extended
to larger companies to see if there are significant
differences between the capacity of larger-scale
organizations compared to larger-scale
organizations.
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RINOE® All rights reserved MILLANES-MORENO, María Dolores, RUIZ-PEREZ, Roberto, VALENZUELA-REYNAGA, Rodolfo and VÁZQUEZ-JIMENEZ,
Imelda Lorena. Diagnosis of the Cost System in SME companies in the
textile sector of South Sonora, Mexico. Journal-Business
Administration-Marketing; Accounting. 2019
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9
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 9-14
The insurance market in the young population of Ciudad Nezahualcóyotl
El mercado de seguros en la población joven de Ciudad Nezahualcóyotl
ÁLVAREZ-GARCÍA, Mónica, GUERRERO-IBARRA, Carlos, GUTIÉRREZ-JIMÉNEZ, Silvia and
LARIOS-CALVA, Margarita
Universidad Tecnológica de Nezahualcóyotl
ID 1st Author: Mónica, Álvarez-García / ORC ID: 0000-0003-3393-1277, Researcher ID Thomson: B-8810-2019
ID 1st Coauthor: Carlos, Guerrero-Ibarra / ORC ID: 0000-0003-0958-7912
ID 2nd Coauthor: Carlos, Guerrero-Ibarra / Researcher ID Thomson: B-4409-2018
ID 3rd Coauthor: Margarita, Larios-Calva / ORC ID: 0000-0002-2356-7419, CVU CONACYT ID: 1000061
DOI: 10.35429/JBAB.2019.4.3.9.14 Received March 22, 2019; Accepted June 15, 2019
Abstract
The insurance market in Mexico has grown slowly even though crime has increased in recent years, this is due to the lack of risk prevention
culture within the population. Regarding young people, nowadays with
the advance of new technologies, the use of cell phones, tablets, laptops and video games has increased. Likewise, for them, the favorite means
of transport are "motorcycles and bicycles," which is why some insurance
companies are working to offer new and diverse products, thus seeking a change in the use of insurance by the future customers: the "Millennials."
Insecurity is one of the great problems that afflict our country. It has gone
from car and house theft, to the theft of the vehicles most used by young people: motorcycles. According to figures from the Mexican Association
of Insurance Institutions (AMIS), motorcycles of the Italika and Honda
brands were among the 10 most stolen insured vehicles in the period from May 2017 to April 2018 (eldictamen.mx). Regarding cell phones, Anatel
(National Communications Association) General Director Gabriel Székely said that in 2016, 900 thousand were stolen, while 2017
exceeded one million (heraldodemexico.com.mx). The general objective
of this project is to find out if Millennials currently have a culture of insuring their belongings against theft and if this new market sector of
young people can be considered. A documentary review and descriptive-
quantitative research was carried out in Bosques de Aragón, Nezahualcóyotl, with a sample of 122 young people between 15 and 29
years of age. In the documentary review it was detected that car and life
policy insurances are the most sold by insurance companies. According to the National Insurance and Bail Bonding Commission (CNSF), in this
regard, the insurance companies have the possibility of creating new and
better services that can cover the equipment currently being used by young people and, at the same time, increase their market. The results
obtained show that 89% of the population investigated considers that it
is important to have insurance and 36% have one, mainly for cars or life, but they never mentioned having electronic equipment or motorcycles
insured.
Millenials, Market, Insurance
Resumen
El mercado de seguros en México ha crecido lentamente a pesar de que el crimen ha aumentado en los últimos años, esto se debe a la falta de
cultura de prevención de riesgos dentro de la población. Con respecto a
los jóvenes, hoy en día con el avance de las nuevas tecnologías, el uso de teléfonos celulares, tabletas, computadoras portátiles y videojuegos ha
aumentado. Del mismo modo, para ellos, el medio de transporte favorito
son las "motocicletas y bicicletas", por lo que algunas compañías de seguros están trabajando para ofrecer productos nuevos y diversos,
buscando así un cambio en el uso del seguro por parte de los futuros
clientes: los "Millennials". " La inseguridad es uno de los grandes problemas que aquejan a nuestro país. Se ha pasado del robo de
automóviles y casas al robo de los vehículos más utilizados por los
jóvenes: las motocicletas. Según las cifras de la Asociación Mexicana de Instituciones de Seguros (AMIS), las motocicletas de las marcas Italika
y Honda estuvieron entre los 10 vehículos asegurados más robados en el período de mayo de 2017 a abril de 2018 (eldictamen.mx). Con respecto
a los teléfonos celulares, el director general de Anatel (Asociación
Nacional de Comunicaciones), Gabriel Székely, dijo que en 2016, 900 mil fueron robados, mientras que 2017 superó el millón
(heraldodemexico.com.mx). El objetivo general de este proyecto es
averiguar si los Millennials actualmente tienen una cultura de asegurar sus pertenencias contra el robo y si se puede considerar este nuevo sector
de mercado para los jóvenes. Se realizó una revisión documental e
investigación descriptiva-cuantitativa en Bosques de Aragón, Nezahualcóyotl, con una muestra de 122 jóvenes entre 15 y 29 años. En
la revisión documental se detectó que los seguros de automóviles y
pólizas de vida son los más vendidos por las compañías de seguros. Según la Comisión Nacional de Seguros y Fianzas (CNSF), a este
respecto, las compañías de seguros tienen la posibilidad de crear nuevos
y mejores servicios que puedan cubrir el equipo que utilizan actualmente los jóvenes y, al mismo tiempo, aumentar su mercado . Los resultados
obtenidos muestran que el 89% de la población investigada considera que
es importante contar con un seguro y el 36% tiene uno, principalmente para automóviles o de vida, pero nunca mencionaron tener asegurados
los equipos electrónicos o las motocicletas.
Millennials, Mercado, Seguros
Citation: ÁLVAREZ-GARCÍA, Mónica, GUERRERO-IBARRA, Carlos, GUTIÉRREZ-JIMÉNEZ, Silvia and LARIOS-
CALVA, Margarita. The insurance market in the young population of Ciudad Nezahualcóyotl. Journal- Business
Administration -Marketing; Accounting. 2019. 3-4: 9-14
† Researcher contributing as first author.
© RINOE Journal–Western Sahara www.rinoe.org/westernsahara
10
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 9-14
ISSN 2531-3002
RINOE® All rights reserved ÁLVAREZ-GARCÍA, Mónica, GUERRERO-IBARRA, Carlos,
GUTIÉRREZ-JIMÉNEZ, Silvia and LARIOS-CALVA, Margarita. The insurance market in the young population of Ciudad Nezahualcóyotl.
Journal- Business Administration -Marketing; Accounting. 2019
Problem statement
Liébano Sáenz (2018) considers, in the survey
"The most inhabited cities" carried out in the
municipalities of Chimalhuacán, Ecatepec and
Nezahualcóyotl, that these are the most
inhabited and dangerous in the State of Mexico.
Insecurity in Mexico has reached very
high levels. According to the National Survey of
Urban Public Security carried out by INEGI
(2019), 73% of the population age 18 and over
consider that living in their city is unsafe. Given
the high rates of insecurity, many offers have
emerged from insurance companies to protect
citizens' belongings against theft.
In the Municipality of Nezahualcóyotl
today, more and more young people own a
motorcycle, bicycle, laptop or cell phone. It has
become very common or "fashionable" to use
these objects in order to facilitate
communication and transportation.
The task of Insurance Companies is to
make young people aware of the importance of
buying insurances to keep their belongings safe,
as well as the means for the recovery of the
monetary investment that they make when
acquiring their diverse goods.
However, it is not so common in the
municipality for a young person to purchase an
insurance policy against theft; they prefer to buy
clothes, convenience products or invest in
recreational or leisure activities.
Hence, the question arises:
Is there a culture and acquisition of an
insurance policy to protect their belongings
against theft in the youth market segment in
Nezahualcóyot City?
General objective
To know if there is a culture of insurance of
belongings against theft in the Millenials market,
as a prevention measure, given the situation of
insecurity that prevails in Mexico.
Specific objectives:
1. To identify young people's knowledge of
insurance companies.
2. To detect if they know the different
insurance policies offered by the
insurance companies.
3. To detect if young people know the types
of insurance against theft that exist on the
market.
4. To know the importance that young
people give to the acquisition of a theft
insurance policy.
5. To identify if they have acquired a theft
insurance policy.
6. To know what type of theft insurance
policy they have purchased.
7. To identify the type of insurance policy
they would be willing to pay for
according to their needs and belongings.
8. To identify how much they would be
willing to pay monthly for a theft
insurance policy.
Methodology
Young people between 20 and 29 years of age
resident in the Bosques de Aragón neighborhood
in the municipality of Nezahualcóyotl, with a C+
level (because the population has an income or
standard of living slightly higher than the
average level), were taken as the study universe.
According to the Census of Population and
Housing, INEGI 2010; Nezahualcóyotl has a
total of 1,110,565 inhabitants and according to
Marketdatamexico, around 27,000 people live in
8,000 houses that represent 24% of the total
population of the Municipality. 185,797
inhabitants are from 20 to 29 years of age,
resulting in 4,459 young people under study.
The sample was determined using the
formula of the normal distribution curve for
finite populations and we worked with the 95%
confidence interval and a standard error +-8.5%
with a probability for and against 50%, resulting
in 122 elements to be selected from the study
universe.
The research was supported by the
student Mendoza Jiménez Brenda Olivia, who
conducted the market research for GRUPO
OLMAR, S.A. where she worked with the study
universe of young people, which INEGI in its
book "Los Jóvenes en México" classifies them in
the age range of 15 to 29 years; however, we
took into consideration people from 20 years on,
who are young people who can make decisions
and have some income.
11
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 9-14
ISSN 2531-3002
RINOE® All rights reserved ÁLVAREZ-GARCÍA, Mónica, GUERRERO-IBARRA, Carlos,
GUTIÉRREZ-JIMÉNEZ, Silvia and LARIOS-CALVA, Margarita. The insurance market in the young population of Ciudad Nezahualcóyotl.
Journal- Business Administration -Marketing; Accounting. 2019
To collect the information, a structured
9-question questionnaire was used, which was
applied through personal interviews directly in
the neighborhood, using a convenience
sampling, where the elements were selected
according to their availability to participate in
the research, later the questionnaires were coded
and processed in the SPSS program.
Documentation research
In its book "Los Jóvenes en México", INEGI
describes that in 1997, 34.9% of the inhabitants
of the country were between the ages of 0 and
14, while 28.8% were young people between the
ages of 15 and 29. In the year 2000, the
population of children decreased, but the
percentage of young people has remained at
29.4% at the national level, thus defining the
population between 15 and 29 years old as
young.
According to the 2010 population
census, the total population of Nezahualcóyotl
was 1,110,565, and the population between the
ages of 15 and 29 was 284,411, or 26% of the
population.
Regarding the insurance market,
Saldivar in the newspaper El Economista
mentioned that in Mexico, the slow development
that the insurance market has had is a great
opportunity for insurers to offer new products
and meet the needs of customers, said Javier
Rodriguez de Zurich Mexico (Saldivar B.,
2018). Studies (Recaredo, J., 2017) in 2016 and
2017 by the Mexican Association of Insurance
Institutions (AMIS) mentioned that car and life
policies are the most sold.
Graphic 1 Empresas Aseguradoras/Bienes asegurados
AMIS
The AMIS Director notes that in 2018, the ten
most stolen vehicle brands are NISSAN, for cars
and vans, and ITALIKA, for motorcycles
(Forbes, 2019).
Graphic 2 Own Elaboration / Information extracted from
Forbes 2019
Unfortunately, in Mexico the most stolen
equipment, apart from cars, are cell phones and
motorcycles. The theft of these showed a rise in
the last 12 months, ending last April.
Particularly, Italika motorcycles had the highest
growth in this crime, with 162.5% over the same
period last year.
According to figures from the Mexican
Association of Insurance Institutions (AMIS),
Italika and Honda motorcycles were among the
10 most stolen insured vehicles in the period
from May 2017 to April 2018.
These two brands presented a total of
4,185 units stolen in the reference period, an
increase of 88.9% over the same period last year,
when 2,215 motorcycles were stolen (Valera, C.,
2018).
The National Telecommunications
Association (ANATEL) reports via the
newspaper La Jornada that the number of
mobile device theft in Mexico has increased
dramatically in recent years: in 2012 there were
156,000 reported thefts, in 2015 the report was
600,000 units, and a year later the report closed
at 900,000. And by 2017, the organization
expects to exceed one million stolen
smartphones, a figure that represents a growth of
over 500% (Cahun, A. (2017).
However, young people spend the most
on clothing, travel and electronics. The
electronic equipment that they own the most are:
Smart Phones, Tablets, Videogames, Lap tops
and Personal Computers (P.C.).
12
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 9-14
ISSN 2531-3002
RINOE® All rights reserved ÁLVAREZ-GARCÍA, Mónica, GUERRERO-IBARRA, Carlos,
GUTIÉRREZ-JIMÉNEZ, Silvia and LARIOS-CALVA, Margarita. The insurance market in the young population of Ciudad Nezahualcóyotl.
Journal- Business Administration -Marketing; Accounting. 2019
Research findings
As can be seen in Figure 1 and 2, almost 9 out of
10 within the youth market considers important
to have an insurance.
Figure 1 Own elaboration, data obtained from Market
Research for GRUPO OLVAR
Figure 2 Own elaboration, data obtained from Market
Research for GRUPO OLVAR
In the investigation, they were asked
which companies they know or have heard of,
this allowed them to detect the positioning of
companies, as can be seen in Graph 1, some of
those interviewed mentioned two or three
names, the highest was Qualitas, 8 out of 10
young people said they knew it, while 71%
mentioned GNP, 65% Metlife, and other
companies have percentages lower than 57%.
Graph 3 Own elaboration, data obtained from Market
research for Grupo Olvar
Figure 3 Own elaboration, data obtained from Market
Research for GRUPO OLVAR.
This question helped to detect if there is
a culture of belongings insurance, in figure 3
there is not a culture, because only a third of the
interviewees said to have insurance, the policy
they said to have is for life and cars. One of the
objectives of this project was to learn about the
culture that young people have in acquiring
insurance to protect their belongings.
The previous question inquired about the
possession of some policy, the investigation
showed that very few people have it; to
investigate if there is any intention of acquiring
one, we evaluated the willingness to purchase it
to protect themselves, however as can be seen in
the figure, less than half agreed to purchase it
and those who agreed were only interested in life
insurance (30%) and car insurance (17%).
Figure 4 Own elaboration, data obtained from Market
Research for GRUPO OLVAR
Graph 4 Own elaboration, data obtained from Market
research for Grupo Olvar
13
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 9-14
ISSN 2531-3002
RINOE® All rights reserved ÁLVAREZ-GARCÍA, Mónica, GUERRERO-IBARRA, Carlos,
GUTIÉRREZ-JIMÉNEZ, Silvia and LARIOS-CALVA, Margarita. The insurance market in the young population of Ciudad Nezahualcóyotl.
Journal- Business Administration -Marketing; Accounting. 2019
Finally, the interviewees were asked how
much they would be willing to invest in
insurance and if they would like to receive
information on any insurance. The information
obtained was that more than half would pay the
minimum amount of $500.00 to $1,500.00, only
48% are interested in receiving such information
in person and telephone, to clarify all their
doubts and thus have a more direct contact with
the Insurance Advisor.
Graph 5 Own elaboration, data obtained from Market
research for Grupo Olvar
Graph 6 Own elaboration, data obtained from Market
research for Grupo Olvar
Conclusions
After conducting the research, it was concluded
that the youth of Nezahualcóyotl City have no
insurance culture, as only a third said they had
one. Life and car insurances are the most sold,
although currently they use more cell phones,
tablets, lap tops and, as a means of
transportation, "motorcycles." It should be noted
that in order to travel on federal roads "The Law
of Roads, Bridges and Federal Transportation"
stipulates that all owners of vehicles (including
motorcycles) must have mandatory liability
insurance. For the same reason, there are
currently several insurance companies that offer
insurance policies for motorcycles, this sector is
not fully covered.
Thus, we determine that it is a market
segment that can be important for insurance
companies, because young people do not have
insurance policies that fully cover these products
yet. Marketing strategies must be implemented
to convince them and, in addition to this,
"Awareness campaigns" related to the
importance of acquiring a policy, due to the
insecurity that prevails in the country, since only
4 out of 10 young people would be willing to
purchase an insurance.
References
Cahun A. (2017), article taken from:
https://www.xataka.com.mx/celulares-y-
smartphones/robo-de-celulares-en-mexico-
incremento-de-500-en-seis-anos-en-2017-se-
superara-un-millon-de-unidades
El cronista, 2016, article taken
from:https://www.cronista.com/negocios/Los-
jovenes-menores-de-25-anos-son-los-que-mas-
compran-smartphones-20160728-0034.html
Copyright © www.com
Forbes, 2019, Estos-son-los-10-autos-mas-
robados-en-2018, article taken from:
https://www.forbes.com.mx/estos-son-los-10-
autos-mas-robados-en-2018/
Hoy Estado.com.
https://www.hoyestado.com/2018/08/califican-
a-neza-chimalhuacan-y-ecatepec-como-los-
peores-lugares-para-vivir/. 08 22, 2018.
https://www.hoyestado.com/2018/08/califican-
a-neza-chimalhuacan-y-ecatepec-como-los-
peores-lugares-para-vivir/ (accessed 08 12,
2019).
https://www.marketdatamexico.com/es/article/
Colonia-Bosques-De-Aragon-Nezahualcoyotl-
Estado-Mexico, Colonia Bosques De Aragón,
Nezahualcóyotl, en Estado de México
INEGI. Encuesta Nacional de Seguridad Pública
Urbana. Edited by INEGI. June 10, 2019.
https://www.inegi.org.mx/contenidos/saladepre
nsa/boletines/2019/ensu/ensu2019_07.pdf
(accessed Agosto 12, 2019).
Los Jóvenes en México, 2000, INEGI
BASE TOTAL ENTREVISTAS
122
14
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 9-14
ISSN 2531-3002
RINOE® All rights reserved ÁLVAREZ-GARCÍA, Mónica, GUERRERO-IBARRA, Carlos,
GUTIÉRREZ-JIMÉNEZ, Silvia and LARIOS-CALVA, Margarita. The insurance market in the young population of Ciudad Nezahualcóyotl.
Journal- Business Administration -Marketing; Accounting. 2019
Panorama Sociodemográfico de Estado de
México 2015, INEGI taken from
http://internet.contenidos.inegi.org.mx/contenid
os/Productos/prod_serv/contenidos/espanol/bvi
negi/productos/nueva_estruc/inter_censal/panor
ama/702825082246.pdf
15
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 15-21
Diagnosis on the marketing and technological strategies used by MSMEs
Diagnóstico de las estrategias tecnológicas y de marketing utilizadas por las
MIPYMES
ARMANDO-RODRÍGUEZ, Sergio*†, GARCÍA-BAHENA, María Gabriela, HERNÁNDEZ-VÉLEZ,
Mónica and WALDO-CAAMAÑO, José David
Universidad Tecnológica de Nezahualcóyotl
ID 1st Author: Sergio Armando-Rodríguez / ORC ID: 0000-0001-5623-0188
ID 1st Coauthor: María Gabriela García-Bahena / ORC ID: 0000-0002-8141-5894
ID 2nd Coauthor: Mónica Hernández-Vélez / ORC ID: 0000-0003-4003-6115
ID 3rd Coauthor: José David Waldo-Caamaño / ORC ID: 0000-0002-6138-9617
DOI: 10.35429/JBAB.2019.4.3.15.21 Received March 22, 2019; Accepted June 30, 2019
Abstract
Commercial and technological dynamics have brought great
changes to companies, and MSMEs are no exception; currently,
the market has more information about the diversity of satisfiers
it can choose to cover its needs, about the companies that produce
and market them, and about the different actions they carry out
and implement; however, in this scenario, MSMEs are at a
disadvantage, mainly due to the lack of resources and experience.
In an increasingly competitive commercial world, a constant
concern of MSMEs is the form and means that are adequate,
sufficient and necessary to ensure that the services and products
they offer reach consumers. The new trends in the business world
make it necessary to understand and adapt to two factors: a
globalized and therefore technologized world; and the change of
paradigms in how to perceive the recipient of services and
products: client, consumer, user... human being? The present
work aims to identify and diagnose the most pressing
shortcomings in the areas of technology and marketing presented
by companies, through a quantitative research applied to 137
MSMEs in the main municipalities which have formal links with
the Technological University of Nezahualcóyotl, supported by a
questionnaire for data collection. The results obtained will serve
as a basis for proposing marketing and commercial
communication strategies, making use of the TIICC; for the case
of a generic form, that adapted to the reality and specific needs,
each company could carry out, and consequently resolve part of
their needs, increase their sales and develop their business.
Resumen
La dinámica comercial y tecnológica ha traído grandes cambios
a las empresas, y las MIPYME no son una excepción;
actualmente, el mercado tiene más información sobre la
diversidad de satisfactores que puede elegir para cubrir sus
necesidades, sobre las empresas que los producen y
comercializan, y sobre las diferentes acciones que llevan a cabo
e implementan; sin embargo, en este escenario, las MIPYMES
están en desventaja, principalmente debido a la falta de recursos
y experiencia. En un mundo comercial cada vez más competitivo,
una preocupación constante de las MIPYMES es la forma y los
medios que son adecuados, suficientes y necesarios para
garantizar que los servicios y productos que ofrecen lleguen a los
consumidores. Las nuevas tendencias en el mundo de los
negocios hacen que sea necesario comprender y adaptarse a dos
factores: un mundo globalizado y, por lo tanto, tecnologizado; y
el cambio de paradigmas en cómo percibir al destinatario de
servicios y productos: cliente, consumidor, usuario ... ¿ser
humano? El presente trabajo tiene como objetivo identificar y
diagnosticar las deficiencias más apremiantes en las áreas de
tecnología y marketing presentadas por las empresas, a través de
una investigación cuantitativa aplicada a 137 MIPYME en los
principales municipios que tienen vínculos formales con la
Universidad Tecnológica de Nezahualcóyotl, respaldada por un
cuestionario. para la recogida de datos Los resultados obtenidos
servirán de base para proponer estrategias de marketing y
comunicación comercial, haciendo uso del TIICC; Para el caso
de una forma genérica, que se adapta a la realidad y a las
necesidades específicas, cada empresa podría llevar a cabo y, en
consecuencia, resolver parte de sus necesidades, aumentar sus
ventas y desarrollar su negocio.
Citation: ARMANDO-RODRÍGUEZ, Sergio, GARCÍA-BAHENA, María Gabriela, HERNÁNDEZ-VÉLEZ, Mónica and
WALDO-CAAMAÑO, José David. Diagnosis on the marketing and technological strategies used by MSMEs. Journal-
Business Administration -Marketing; Accounting. 2019. 3-4: 15-21
* Correspondence to Author (email: [email protected])
† Researcher contributing as first author.
© RINOE Journal–Western Sahara www.rinoe.org/westernsahara
16
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 15-21
ISSN 2531-3002
RINOE® All rights reserved ARMANDO-RODRÍGUEZ, Sergio, GARCÍA-BAHENA, María
Gabriela, HERNÁNDEZ-VÉLEZ, Mónica and WALDO-CAAMAÑO,
José David. Diagnosis on the marketing and technological strategies used by MSMEs. Journal-Business Administration -Marketing; Accounting.
2019
Introduction
The growing need of companies of all sizes to
maintain and consolidate themselves in such a
competitive and globalized market has led to the
recognition, even by those who put up
resistance, of the transcendental role of the
implementation of marketing strategies and the
use of technology in commercial activities,
which contribute to achieving a better position in
the market. In this sense, marketing offers
answers to the questions presented by micro and
small organizations regarding their marketing,
technological, advertising and promotion
processes for goods and services.
Considering the above, this document
mainly integrates the results of a diagnosis made
to MSMEs in a part of the eastern region of the
State of Mexico, which allows visualizing the
needs in terms of marketing and use of
technology in commercial activity, so we
integrated an initial analysis of the situation in
the area, the methodological development to
obtain substantive information, the results of this
research and finally the conclusions and
suggestions derived from the findings.
Methodology
Problem Statement
The municipality of Nezahualcóyotl was created
55 years ago, the 125th in the genesis of the State
of Mexico, and is now one of the most developed
municipalities economically, culturally and
socially. Less than 30 year ago, it was considered
a dormant region, but today it possesses great
development concerning urban, educational and
commercial infrastructure. In addition, "40 years
ago (...) 90 percent of the Economically Active
Population (EAP) of Nezahualcóyotl moved to
other nodes to work, particularly to Mexico City,
and only 10 percent stayed to work in the
commercial and service sector of the
municipality. Today the figure has changed
significantly, as only 30 percent of the EAP
leaves, while the other 70 percent is employed in
the commercial and service sector - the strongest
sector in the municipality". (Linares, 2014).
From then, the economic development in the
municipality is based, above all, on the provision
of goods and services; moreover, it already has
an industrial corridor that houses an average of
one hundred manufacturing and processing
companies.
It also has three shopping centers in the
central-eastern area, and two more in the
northern area. They house companies with
international presence, as well as micro, small
and medium enterprises, some of which have
benefited from the academic and business
projects that the Technological University of
Nezahualcóyotl (UTN) carries out as part of its
academic and networking activities.
Due to the previous tasks, researchers
have observed the impressive lack of business
vision, marketing and commercial
communication strategies. Many projects
implemented in companies in the municipality
are evidence of this. In this context, and as a
consequence of the needs that MSMEs have
shown, a group of professors grouped in the New
Technologies and MSMEs Academic Body,
took on the task of knowing what resources from
marketing and new technologies are used by the
business sector of the municipality and the
region; and to know the needs of commercial
communication, to propose a training strategy
aimed at companies in order to present the
benefits of having a business plan with defined
strategies of marketing and communication
using, above all, the advantages offered by the
TTIICC.
Frame of Reference
According to Anzola (1996) "Small and medium
enterprises are engaged in commercial activity.
It is also well known that companies dedicated
to the processing of products market them,
discarding as much as possible the
intermediaries and achieving a more direct
relationship between producer and consumer.
The small and medium enterprises are dedicated
to retail sales, even though this is one of the most
competitive sectors and leaves less profit
margin; but considering that this type of small
enterprise becomes relatively easy and that the
risks of its operations are lower, it is attractive."
In Mexico "94.3 percent of new
establishments are micro enterprises, according
to data from the National Institute of Geography
and Statistics (INEGI). Such is the importance of
micro businesses that offer 72 percent of jobs in
the nation.” (Garibay, 2016)
17
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 15-21
ISSN 2531-3002
RINOE® All rights reserved ARMANDO-RODRÍGUEZ, Sergio, GARCÍA-BAHENA, María
Gabriela, HERNÁNDEZ-VÉLEZ, Mónica and WALDO-CAAMAÑO,
José David. Diagnosis on the marketing and technological strategies used by MSMEs. Journal-Business Administration -Marketing; Accounting.
2019
For this reason, it is worth distinguishing
between a micro and a small enterprise. The
small enterprise has a minimal formal structure,
makes use of techniques, strategies and
technological resources, there is a standardized
form of organization; the number of employees
ranges from 11 to 50; above all, there is a clear
idea of the business thinking, mission and vision.
The micro, on the other hand, is formed
by between two and 10 people, according to the
number of activities they perform. Examples of
these are the food stalls or the little shops on the
corner of the street. They usually market or
provide services in the tertiary sector, generating
a variable turnover per year, but with sufficient
income to cover their costs, even with an
interesting profit margin." (Fernández, 2007)
Most of the micro and small enterprises
are part of a family history, which in the case of
the municipality, comes from before its creation
as such, and are revitalized with the generations,
although, unfortunately, by this self-
management genesis, suffer from a business
thinking, mission and vision. This greatly
inhibits the incorporation of resources,
technologies and market strategies that allow
them to grow, and in fact to compete not only
with the micro and small enterpreises, but
perhaps to bet on a development and growth that
allows them to be placed in higher markets.
General Objective
To detect the market and technological needs of
MSMEs in the municipality of Nezahualcóyotl
through market research to be carried out during
the months of July and August.
Research Design
An exploratory research was developed with a
quantitative approach that allows, through a
quantifiable analysis, to know the characteristics
of MSMEs and their most important
technological and commercial gaps for their
commercial development in the market.
Collection Method and Instrument
A closed-ended instrument (questionnaire) was
designed to obtain the necessary information on
the marketing and commercial communication
resources used and/or needed by MSMEs in
Nezahualcóyotl.
Universe and Sample
We worked with a finite population of 39,630
companies in the municipality of
Nezahualcóyotl (INEGI, 2019) and using the
finite population formula we obtained a finite
sample of 137 elements, managing a confidence
level of 90% and a margin of error of 7%.
Data Collection
Data collection was carried out at the
Nezahualcóyotl Technological University in a
Networking session held on July 18, 2019, and
through direct surveys in the area of influence,
from July 22 to 26, 2019, with the collaboration
of students from the Marketing Division.
Data Analysis
The data analysis was statistical, and the
information obtained was tabulated and graphed,
adding the respective analysis and interpretation
of results.
18
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 15-21
ISSN 2531-3002
RINOE® All rights reserved ARMANDO-RODRÍGUEZ, Sergio, GARCÍA-BAHENA, María
Gabriela, HERNÁNDEZ-VÉLEZ, Mónica and WALDO-CAAMAÑO,
José David. Diagnosis on the marketing and technological strategies used by MSMEs. Journal-Business Administration -Marketing; Accounting.
2019
Graph presentation by question
Question Analysis
The data offered in the
graph are clear, regarding
the short life of most of the
companies; moreover: they
reflect a constant birth and
growth of companies, that
is, the municipality is fertile
land for investment and
creation of new businesses.
At the regional level (east of
the State of Mexico)
Nezahualcóyotl is the
municipality with the
largest number of
companies, which means a
higher economic
development in the regional
context.
Although the graph presents
a mixture of sizes, micro
and small predominate,
which is evident from the
type of services and goods
offered; a simple tour of the
streets of the municipality
shows this trend.
Beyond the size of the
company, what is certain is
that an important majority
carries out promotional
activities for the goods and
services it offers.
Regardless of the great
diversity of promotional
tools, the graphics reflect
that discounts are the most
used form to promote
themselves; the companies
have found in the coupons
and the free delivery of
products a form to become
tangible for the consumer.
The mainly used
commercial communication
resources are the delivery of
printed pieces, above social
networks. Other forms are
practically ruled out, such as
TV, radio and magazines,
because of the low number
of users and the cost of
publication.
More than half of the
companies implement
advertising activities; what
is missing now is a review
of whether such strategies
are in line with the market,
the product and the
opportunity. The rest will
have to be convinced, via
training and consultancy, of
the benefits of this
substantive element of
promotion.
The distribution of printed
pieces continues to be the
advertising strategy most
used by companies in this
area of the State of Mexico,
just above the social
networks, which is good
because they are finding in
the technological resources
perhaps a better way to
reach consumers.
Traditional media such as
radio, TV and printed
inserts are practically
nullified.
Increasing sales is for most
companies the main
objective of their
advertising action, whatever
it is; an important
percentage for others is to
achieve positioning, and to
make new products known.
In all three cases, it is
necessary to point out how
right the companies'
purpose is.
As micro and small
enterprises, it is understood
that most of them only have
one point of sale, where all
the activities -commercial
and administrative- are
regularly carried out, which
can be a limitation for the
growth of the organization.
The rest, although it has up
to five points of sale, is not
very representative.
In the same way, the most
efficient form of
distribution is through direct
channels and retail. Less
than a quarter offer
wholesale and retail
channels, which can offer an
opportunity to involve
technology.
Most sales are made directly
at the point of sale, the rest,
in a reduced form, makes
use of either telephones or
the Internet, which shows a
limited development of
sales using the resources
that digital technology
offers.
As we read in the graph,
over a quarter of the
business community does
not follow up on their
clients; 20% do, although
they do not make it clear in
what way. Only a small part
uses the Internet, without
clarifying the medium. This
fundamental factor in
business development is not
considered important,
which could be a key factor
in its slow growth.
More than half do not carry
out market research, which
would imply that they do
not necessarily know
towards whom they are
directing their
services/products, what
their perception of the
actions implemented by the
company is, and they hardly
know their competitors,
among others. It is
necessary to make people
aware of the importance of
this marketing action.
Radio
4% Impresos42%Televisió
n1%
Redes
Sociale…
Periodic
o3%
Otro11%
¿Qué medios utiliza su …
19
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 15-21
ISSN 2531-3002
RINOE® All rights reserved ARMANDO-RODRÍGUEZ, Sergio, GARCÍA-BAHENA, María
Gabriela, HERNÁNDEZ-VÉLEZ, Mónica and WALDO-CAAMAÑO,
José David. Diagnosis on the marketing and technological strategies used by MSMEs. Journal-Business Administration -Marketing; Accounting.
2019
Of those who conduct
research, less than a third do
so to evaluate the
competition; another third
to know the market, and less
than a quarter to know how
the market moves, which
suggests that there is clarity
about the commercial scope
of such research.
More than half do not offer
guarantees or customer
service; the rest do. It is
worrisome, however, that
most do not consider the
customer-user-consumer
and their support as a
substantive in the
development of their
business.
It is shown that most
companies surveyed use
either email or telephone as
a means of contacting their
customers. It would be
necessary to evaluate the
incorporation of other
strategies, such as the use of
social networks to achieve a
greater approach to the
market.
More than two thirds of the
companies have not
incorporated a web page as
part of their communication
strategies, which is a
significant disadvantage
compared to those that do
make use of new
technologies. Such
backwardness generates,
consequently, little or no
market share for them.
As can be seen in the graph,
of the total number of
companies that do have a
web page, they do not,
however, have any effective
means of communication
with their clients; the page,
therefore, is only
informative, but does not
generate interaction with the
market.
Whatsapp and Facebook are
the social networks most
used by companies that have
contact with their market;
however, more than a
quarter do not have any,
which would mean a
significant brake on their
growth, considering today's
commercial trends.
However, companies that
use some kind of social
network do not have
someone to manage and
maintain them. They may
not be using them optimally,
or they may not be paying as
much attention to them.
As can be seen, nearly half
of the companies do not use
technological tools in their
purchase and sale processes;
a third use deposits in banks,
and a few have a bank
terminal and a mobile
application. There is still
great resistance to using the
resources that technology
offers, to the detriment of
companies.
It is clear, as can be seen in
the graph, that companies
are interested in receiving
consulting services aimed at
favoring the growth and
development of their
business. Therefore, the
UTN has a niche
opportunity to fulfill one of
its substantive tasks: to
generate links with the
productive and social
sectors, both public and
private.
Results
Based on the information generated, the
following results can be assumed, most of which
can be inferred, such as the problems presented
by the companies in the municipality of
Nezahualcóyotl, which can become an area of
opportunity for them:
- The total number of companies in
Nezahualcóyotl, according to the services and
goods they offer, are divided into the following
categories:
a) Prepared meals (24.7%)
b) Sale of personal use products (11.6%)
c) Educational services (4.7%)
d) Sale of household supplies (stationery
and miscellaneous stores) (35.7%)
e) Sale of various products for different
uses (7.3%)
f) Business support services (consultancy,
advertising and advisory services and
sale of technology) (16%)
Most of the companies are micro, they
come from family structures and do not
exceed 10 employees. Nevertheless, they
generate an important income, and
strictly speaking, because of their
number, they give life to the economy of
the municipality.
As a micro, the vast majority of
enterprises suffer from a perception of
their own business, of an organization as
such, and in very few cases they use the
resources that marketing and the digital
era offer.
20
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 15-21
ISSN 2531-3002
RINOE® All rights reserved ARMANDO-RODRÍGUEZ, Sergio, GARCÍA-BAHENA, María
Gabriela, HERNÁNDEZ-VÉLEZ, Mónica and WALDO-CAAMAÑO,
José David. Diagnosis on the marketing and technological strategies used by MSMEs. Journal-Business Administration -Marketing; Accounting.
2019
Their development could be less than
their growth, that is to say, although they
generate important sales, in the
organizational part it goes down the
drain, since there is no base that sustains
them, hence the risk of falling is always
latent.
There is a permanent emergence of micro
and small enterprises, many of which
offer goods and services already in
existence, which represents greater
competitiveness and that diminishes their
ability to remain in the market, even
more so with the limited or no use of
marketing and/or technological
strategies.
The few enterprises that apply marketing
and commercial communication
resources using technologies do so in a
limited and self-learning way. Although
they do not express it directly, the lack of
application of marketing resources is a
consequence of investment, since they
assume that they represent unnecessary
expenses.
Finally, the resulting information shows
that, although there may be resistance to
change and to the application of market
resources, the majority are inclined to
experiment with what the UTN, through
its collegiate bodies and its linkage area,
can offer them. This implies the opening
of a very important niche of opportunity,
since it would allow this educational
institution to reaffirm the necessary and
important link with the productive
sectors, especially the private ones, for
the benefit of the community, since they
give rise to economic growth, the
generation of jobs and the development
of the whole region.
Suggestions
According to the results obtained, most of the
companies are micro, so we would like to present
a series of suggestions that could give light and
viability. They revolve around the marketing and
use of the technologies that the globalized and
competitive world offers.
The University, as a decentralized public
organization of the government of the State of
Mexico, has imposed itself, in addition to its
substantive tasks of quality education and
excellence, research and extension of culture, to
maintain links with the productive sectors,
because just from its classrooms and
laboratories, emerges the human talent that such
sectors need, and with their knowledge and skills
base the development of enterprises. Likewise,
through its Academic Bodies -collegiate and
multidisciplinary knowledge organizations- and
their projects, they provide answers to the
problems presented by social and productive
entities. Thus, responding to this complex
business reality in the municipal and regional
context has two main responses.
In order to address this problem, the
Academic Body for New Technologies and
MSMEs develops projects aimed at enriching
the processes and technologies that promote
development and growth, with particular
attention to MSMEs.
According to the results obtained, and
with the contextual information of the business
reality in this region of the eastern part of the
State of Mexico, it is suggested:
1. Networking with the presence of
entrepreneurs, managers and researchers
from Nezahualcóyotl.
2. Recovering, in terms of minutes or
reports, what was said in the event.
3. Based on this information, schedule
meetings called "INTRODUCTION TO
THE USE OF MARKET AND
TECHNOLOGICAL RESOURCES
FOR THE DEVELOPMENT OF
NEZAHUALCÓYOTL MSMEs".
4. Determining the delivery of courses and
workshops with the following subjects:
a. Business Plan Development
(Environment Analysis).
b. Development and application of
technological resources in business
training.
c. Development and application of
marketing strategies.
d. Development and use of business
applications.
e. Knowledge and use of digital strategies
(Social Media)
21
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 15-21
ISSN 2531-3002
RINOE® All rights reserved ARMANDO-RODRÍGUEZ, Sergio, GARCÍA-BAHENA, María
Gabriela, HERNÁNDEZ-VÉLEZ, Mónica and WALDO-CAAMAÑO,
José David. Diagnosis on the marketing and technological strategies used by MSMEs. Journal-Business Administration -Marketing; Accounting.
2019
Conclusion
The current commercial dynamic undoubtedly
requires substantial changes on the part of
companies, and MSMEs cannot escape this
necessary transformation, especially considering
that today any company, of any size, can be seen
at a global level. Therefore, it is essential to
identify the shortcomings in the organization
that may hinder this transformation, in order to
compete on equal terms in the market.
The work carried out in this project can
be the beginning of well-directed efforts for the
MSMEs in the east of the State of Mexico and,
in collaboration with institutions in the area
whose raison d'être is to train and educate
citizens, can contribute to the development and
growth of the country and increase the
opportunities for companies and citizens.
The information shown in this work
could be the basis for decision making of
businessmen in the area, thus having elements to
choose the best alternatives of action.
And for the UTN, it will represent an area
of opportunity to project, link and promote the
potential of graduates from different majors
within the same municipality.
References
(https://www.dgcs.unam.mx/boletin/bdboletin/2
014_471.html)
Anzola, R. S. ADMINISTRACIÓN DE
PEQUEÑAS EMPRESAS. McCraw Hills,
Mexico, 2006
Fernández, Ricardo MANUAL PARA
ELABORAR UN PLAN DE
MERCADOTECNIA. MCGrw-Hill, Mexico,
2007
Gariblay, Jazmín. ¿CUÁL ES LA
DIFERENCIA ENTRE UNA MICRO
EMPRESA Y UNA PEQUEÑA? Merca 2.0,
Mexico, 2016
https://www.inegi.org.mx/app/mapa/denue
Linares Zarco, Jaime. CIUDAD
NEZAHUALCÓYOTL, DE LA POBREZA A
LA GLOBALIZACIÓN ECONÓMICA Y LA
SATURACIÓN URBANA.
22
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 22-27
Market study identifying the feasibility of producing dog food dispensers in
Nanchital, Veracruz
Estudio de mercado identificando la viabilidad de producir dispensadores de
alimento canino en nanchital, Veracruz
MINA, Susana del Carmen*†, GARCÍA-SOSA, Alfonso, GÓMEZ-ARREOLA, Elizabeth and
MORENO-ROBLEDO, María del Carmen
Universidad Tecnólogica del Sureste de Veracruz, Av. Universidad Tecnológica Lote Grande 1, Sin Coloni. Municipio de
Nanchital de Lázaro Cárdenas del Rio, Veracruz. C.P. 96360
ID 1st Author: Susana del, Carmen, Mina
ID 1st Coauthor: Alfonso, García-Sosa
ID 2nd Coauthor: Elizabeth, Gómez-Arreola
ID 3rd Coauthor: María del Carmen, Moreno-Robledo
DOI: 10.35429/JBAB.2019.4.3.22.27 Received Mrach 27, 2019; Accepted June 29, 2019
Abstract
Nowadays, families have a pet that represents a part of the love
and affection they can give to others, but having this new
member implies being responsible regarding its care and
feeding, among other aspects. For the owners of a pet it can pose
a serious inconvenience, for they need to be very tidy, attentive
and comply with the schedules of feeding it. Derived from the
above, this research consists of evaluating the feasibility of
producing and selling a dog food dispenser that is automatic,
programmable and remotely controlled in Nanchital,
Veracruz. For this purpose, we conducted a quantitative field
research of a descriptive nature with cross section, for it was
carried out during a certain period of time. The sample was
obtained by consulting an online calculator on the Survey
Monkey website with a population of 26,070 people, 5% error
and 95% confidence level, obtaining a sample of 379 people to
be surveyed. (Survey Monkey, 2019). The sampling technique
will be randomized, with respondents chosen completely at
random.The data collection technique was the survey and the
instrument consisted of a 15-question questionnaire. This
questionnaire contains multiple choice questions, a Likert scale
that allowed us to determine that the production and sale of this
dispenser is viable, since most people work and have no way of
feeding their pets in the morning and sometimes in the
afternoon.
Market study, Feasibility, Food dispenser
Resumen
En la actualidad, las familias tienen una mascota que representa
una parte del cariño y amor que pueden dar hacia los demás, pero
tener a este nuevo integrante implica ser responsables en su
cuidado y alimentación, entre otros aspectos. Para los dueños de
una mascota puede significar un serio inconveniente en el que
necesite ser muy ordenado, atento y cumplido con los horarios
de alimentación de la misma. Derivado de lo anterior, la presente
investigación consiste en evaluar la viabilidad de la producción
y venta de un dispensador de alimento para perros, que sea
automático, programable y controlado remotamente en
Nanchital, Veracruz. Para ello, se realiza una investigación de
campo de naturaleza cuantitativa, de tipo descriptivo con corte
transversal al ser realizado durante determinado periodo de
tiempo. La muestra se obtuvo consultando una calculadora en
línea de la página web de Survey Monkey con una población de
26,070 personas, 5% de error y nivel de confianza de 95%
obteniendo una muestra de 379 personas a encuestar. (Survey
Monkey, 2019) La técnica de muestreo será aleatoria, en la que
los encuestados se eligen completamente al azar. La técnica de
recolección de datos es la encuesta y el instrumento es un
cuestionario de 15 preguntas. Dicho cuestionario contiene
preguntas de opción múltiple, escala de Likert que permitió
determinar que sí es viable la producción y venta de dicho
dispensador, ya que mayormente las personas trabajan y no
tienen forma de alimentar a sus mascotas en el turno matutino y
en ocasiones, vespertino.
Estudio de mercado, Viabilidad, Dispensador de alimento
Citation: MINA, Susana del Carmen, GARCÍA-SOSA, Alfonso, GÓMEZ-ARREOLA, Elizabeth and MORENO-
ROBLEDO, María del Carmen. Market study identifying the feasibility of producing dog food dispensers in Nanchital,
Veracruz. Journal-Business Administration -Marketing; Accounting. 2019. 3-4: 22-27
* Correspondence to Author (email: [email protected])
† Researcher contributing as first author.
© RINOE Journal–Western Sahara www.rinoe.org/westernsahara
23
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 22-27
ISSN 2531-3002
RINOE® All rights reserved MINA, Susana del Carmen, GARCÍA-SOSA, Alfonso, GÓMEZ-ARREOLA,
Elizabeth and MORENO-ROBLEDO, María del Carmen. Market study
identifying the feasibility of producing dog food dispensers in Nanchital,
Veracruz. Journal-Business Administration -Marketing; Accounting. 2019
Introduction
An extensive genetic study has tracked the
natural history of the dog from the grey
wolf, dating back to its first contacts with human
companions about 33 thousand years ago.
(Radford, 2015) In the era of nomadism, the dog
gave its company and its visual and olfactory
acuity to hunting and gathering. By the fire, it
was the guardian of camps during the nights,
when all kinds of predators stronger and faster
than man prowled. During the most profound
social transformation of humanity, the passage
from being nomadic gatherers to agrarian
sedentarism, dogs were transcendental: they
provided the key to the domestication of other
animals and were the first shepherds. (Wang, et
al., 2016)
The dog was probably the first animal to
be domesticated. (National Geographic Press,
2010) Thanks to different researchers we know
that the dog has been represented throughout the
history of mankind as a guardian, protector,
companion and hunter. For many cultures it was
a divine gift and was related to death and the
forces of evil.
The domestication of animals is
considered one of the milestones of humanity,
with an impact similar to that of the invention of
the wheel, since it facilitated field work, shelter
and transport. (Alba, 2015)
Today, families have a pet because they
can give their love to someone else. In addition
to providing companionship and improving
harmony in the home, canines often make
household members feel protected from
burglaries. But to have this new member
represents a responsibility for the family nucleus
that implies not to neglect it, as well as, to satisfy
its basic necessities, such as its daily feeding.
This can represent a serious inconvenience for it
requires the owner to be very tidy, attentive and
comply with food schedules.
However, in the modern world, where
everyone has daily responsibilities, one cannot
be beside its pet all the time to ensure that its
food is adequate. Poor nutrition in pets can lead
to diseases that affect their metabolism and the
development of their bones and organs at an
early age.
Among the effects related to poor
nutrition are the following: obesity,
cardiovascular problems, respiratory problems,
sweating, deficiency in bone development,
weight loss, anemia, increased urination,
diarrhea, bone decalcification, especially in the
spine of the dog, accelerated growth of the
animal causing malformations in their joints,
allergies, respiratory problems, vomiting,
gastritis, among others.
So, in terms of nutrition, the following
conditions must be guaranteed: that it is
administered in the right proportions, that it is
provided at regular times and that it contains the
necessary nutrients for the correct development
of the animal. In addition, the owner must
always ensure that his or her pet actually
consumes the food provided.
Acquiring a pet is a big responsibility
and people should think carefully before making
that decision. It is a creature that demands time
and attention. Therefore, the owner must
properly manage their resources to provide the
right care for their pet without neglecting daily
life responsibilities.
The overall goal of this research is: To
evaluate the feasibility of producing and selling
an automatic, programmable and remotely
controlled dog dispenser in Nanchital, Veracruz.
Other objectives are: To conduct the data
collection instrument; identify the population
and sample for market research; analyse the data
collected through the applied instrument.
Methodology
The research is quantitative in nature,
descriptive in type and the research design is
non-experimental with a cross section.
Research hypothesis: It is feasible to
develop a food dispenser for the inhabitants of
Nanchital, Ver.
Null hypothesis: The elaboration of a
food dispenser for the inhabitants of Nanchital is
not feasible, Ver.
The population considered for the
application of the questionnaire consists of all
the people of Nanchital de Lázaro Cárdenas del
Río. Data on the number of people was obtained
through INEGI.
24
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 22-27
ISSN 2531-3002
RINOE® All rights reserved MINA, Susana del Carmen, GARCÍA-SOSA, Alfonso, GÓMEZ-ARREOLA,
Elizabeth and MORENO-ROBLEDO, María del Carmen. Market study
identifying the feasibility of producing dog food dispensers in Nanchital,
Veracruz. Journal-Business Administration -Marketing; Accounting. 2019
The unit of analysis is the inhabitants of
that city. INEGI
(http://www.beta.inegi.org.mx/app/indicadores/
#)
The sample was obtained by consulting
an online calculator on the Survey Monkey
website. It is called a sample because it
represents only part of the group of people (or
population) whose opinions or behavior are of
interest to the subject of the study. (Survey
Monkey, 2018)
The following data was input into the calculator:
The total population is: 26,070 people
5% error is prevented
The common confidence level used is
95%.
This resulted in a sample of 379 people
to be surveyed. The sampling technique was
random, in which respondents were chosen
completely at random.
The data collection technique was the
survey and the data collection
instrument consisted of a 15-question
questionnaire (including one for respondent
suggestions). This questionnaire had multiple
choice questions, Likert scale, in order to
determine if product development was feasible.
Results
The fourteen questions are represented in each
chart below: Question 1 (Figure 1) shows the
first question referring to the existence of pets
(dogs) in the home. 80% indicated that they do
have pets and 20% answered that they do not.
Figure 1 Question 1. 2019 (Prepared by the authors)
Question 2 (Figure 2) inquired about the
exact number of canines in the household. 45%
have one, 30% have two and 25% have more
than two.
Figure 2 Question 2. 2019 (Prepared by the authors)
In question 3 (figure 3) the respondent
expressed the importance of the pet in their life.
64% said it was very important, 30% important,
5% not so important and 1% not important at all.
Figure 3 Question 3. 2019 (Prepared by the authors)
Question 4 (Figure 4) refered to feeding
at set times. 47% said they never fed it at set
times, 38% rarely, 7% occasionally, 5%
frequently and 3% very frequently.
Figure 4 Question 4. 2019 (Prepared by the authors)
Question 5 (figure 5) allowed us to know
if the pet is left alone during the day or at night,
39% said that they do so rarely, 26%
occasionally, 17% never, 13% frequently and
5% very frequently.
25
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 22-27
ISSN 2531-3002
RINOE® All rights reserved MINA, Susana del Carmen, GARCÍA-SOSA, Alfonso, GÓMEZ-ARREOLA,
Elizabeth and MORENO-ROBLEDO, María del Carmen. Market study
identifying the feasibility of producing dog food dispensers in Nanchital,
Veracruz. Journal-Business Administration -Marketing; Accounting. 2019
Figure 5 Question 5. 2019 (Prepared by the authors)
Question 6 (Figure 6) inquired if there is
anyone else who provides food when the owner
is not there. 26% say rarely, 23% occasionally,
19% frequently, 17% very frequently and 15%
never.
Figure 6 Question 6. 2019 (Prepared by the authors)
In question 7 (figure 7), the purpose was
to find out how often the pet is cared for by
another person on a monthly basis. 68%
indicated that their pet is rarely cared for by
anyone else, 18% occasionally, 10% frequently,
4% very frequently.
Figure 7 Question 7. 2019 (Prepared by the authors)
Question 8 (figure 8) aimed to find out if
the canine is fed adequately, with 66% indicating
that they rarely do so, 30% never, 2%
occasionally and 2% frequently.
Figure 8 Question 8. 2019 (Prepared by the authors)
Question 9 (Figure 9) inquired whether
the person knows of any dog food dispensers to
which 90% said no and 10% said yes.
Figure 9 Question 9. 2019 (Prepared by the authors)
Question 10 (Figure 10) asked to
whether the owner had ever used a dog food
dispenser. 98% said no and 2% yes.
Figure 10 Question 10. 2019 (Prepared by the authors)
Question 11 (Figure 11) inquired
whether the person would trust the use of such a
dispenser to feed their pet. 69% indicated that
they would, 22% perhaps, and 9% would not.
Figure 11 Question 11. 2019 (Prepared by the authors)
26
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 22-27
ISSN 2531-3002
RINOE® All rights reserved MINA, Susana del Carmen, GARCÍA-SOSA, Alfonso, GÓMEZ-ARREOLA,
Elizabeth and MORENO-ROBLEDO, María del Carmen. Market study
identifying the feasibility of producing dog food dispensers in Nanchital,
Veracruz. Journal-Business Administration -Marketing; Accounting. 2019
Question 12 (Figure 12) revealed
whether people would be willing to buy the
product. 83% would, 13% might and 4% would
not.
Figure 12 Question 12. 2019 (Prepared by the authors)
Question 13 (Figure 13) asked the
average amount a person would be willing to pay
for a food dispenser. 41% would pay up to
$300 pesos, 23% would pay up to $500, 21%
would pay up to $200 and 1% would pay up to
$1000.
Figure 13 Question 13. 2019 (Prepared by the authors)
Question 14 (figure 14) identified where
people would be willing to purchase the
product. 51% would buy it from veterinarians,
44% from shopping centres and 5% from others
(convenience stores and the factory itself).
Figure 14 Question 14. 2019 (Prepared by the authors)
The following is an analysis of the most
relevant questions at the time of the survey:
80% have at least one or two dogs in their
home.
Of these, 94% said that a canine is
important or very important in their home and in
their daily life. At the same time, 85% indicated
that they rarely or never feed it during
established hours due to work or personal
reasons.
It was found that in 68% of cases, their
pet is rarely cared for by someone else. From
this, it also follows that 96% rarely or never feed
the dog adequately.
90% of people do not know of any dog
food dispensers. In addition, 98% of respondents
have not used a dog food dispenser at some
point, however, 69% would rely on using a dog
food dispenser to feed their pet with the
likelihood increasing to 91%.
Therefore, 83% would be willing to
purchase the product with the probability
increasing to 96%.
The amount they would be willing to pay
for the dispenser is $300.00 pesos although
others expressed the need to pay up to $500.00 if
that implies greater security in the feeding of the
canine.
The places where it would be easy for
them to acquire the product are veterinarians and
shopping malls.
Derived from the above, the research
hypothesis is fulfilled, which indicated that it is
feasible to produce and sell a dispenser for dogs
that is automatic, programmable and remotely
controlled in Nanchital, Veracruz.
The design suggestions are: adequate
size and resistance.
Other suggestions are: safe handling,
easy to use, easy store location and affordable
price.
By identifying that people would mostly
buy the product in veterinarians or shopping
centers, it is concluded that it is not necessary to
install a company dedicated to the unique sale of
the product, rather, the factory can have a point
of sale with distribution of the product to
retailers and wholesalers, supplying the latter
within the city.
27
Article Journal- Business Administration -Marketing; Accounting June, 2019 Vol.3 No.4 22-27
ISSN 2531-3002
RINOE® All rights reserved MINA, Susana del Carmen, GARCÍA-SOSA, Alfonso, GÓMEZ-ARREOLA,
Elizabeth and MORENO-ROBLEDO, María del Carmen. Market study
identifying the feasibility of producing dog food dispensers in Nanchital,
Veracruz. Journal-Business Administration -Marketing; Accounting. 2019
After that, the market can be expanded
and the state with its cities and municipalities
can be considered to offer the product.
References
Alba. (April 29, 2015). Petsonic. Retrieved from
Petsonic: https://www.petsonic.com/blog/el-
origen-del-perro/
http://www.beta.inegi.org.mx/app/indicadores/#
. (s.f.).
INEGI. (2009). Instituto Nacional de Estadística
y Geografía. Retrieved from Instituto Nacional
de Estadística y Geografía:
http://www.beta.inegi.org.mx/app/areasgeografi
cas/?ag=30#
Radford, T. (December 15, 2015). The
Guardian. Retrieved from The Guardian:
https://www.theguardian.com/science/2015/dec
/15/dog-dna-study-reveals-the-extraordinary-
journey-of-mans-best-friend
Redacción National Geographic. (September 5,
2010). National Geographic. Retrieved from
National Geographic:
https://www.nationalgeographic.es/animales/pe
rro-domestico
Survey Monkey. (2018). Survey Monkey.
Retrieved from Survey Monkey:
https://es.surveymonkey.com/mp/sample-size-
calculator/?iv_=__iv_p_1_a_148340984_g_716
0803184_c_198762940019_k__m_b_w_dsa-
56246412584_n_g_d_c_v__l__t__r_1t1_x__y_
_f__o__z__i__j__s__e__h_1031288_ii__vi__&
utm_source=adwords&utm_medium=ppc&utm
_term=&utm_netwo
Survey Monkey. (2019). Survey Monkey.
Retrieved from Survey Monkey:
https://es.surveymonkey.com/mp/sample-size-
calculator/
Wang, G.-D., Zhai, W., Yang, H.-C., Wang, L.,
Zhong, L., Liu, Y.-H., . . . Zhang, Y.-P.
(2016). Out of southern East Asia: the natural
history of domestic. China: Open.
Annexes
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Management Offices
Agueinit # 4, Wilaya de Awserd, Western Sahara.
“Diagnosis of the Cost System in SME companies in the textile sector of South
Sonora, Mexico”
MILLANES-MORENO, María Dolores, RUIZ-PEREZ, Roberto,
VALENZUELA-REYNAGA, Rodolfo and VÁZQUEZ-JIMENEZ, Imelda
Lorena
Instituto Tecnológico de Sonora
“The insurance market in the young population of Ciudad Nezahualcóyotl”
ÁLVAREZ-GARCÍA, Mónica, GUERRERO-IBARRA, Carlos,
GUTIÉRREZ-JIMÉNEZ, Silvia and LARIOS-CALVA, Margarita
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“Diagnosis on the marketing and technological strategies used by MSMEs”
ARMANDO-RODRÍGUEZ, Sergio, GARCÍA-BAHENA, María Gabriela,
HERNÁNDEZ-VÉLEZ, Mónica and WALDO-CAAMAÑO, José David
Universidad Tecnológica de Nezahualcóyotl
“Market study identifying the feasibility of producing dog food dispensers in
Nanchital, Veracruz”
MINA, Susana del Carmen, GARCÍA-SOSA, Alfonso, GÓMEZ-ARREOLA,
Elizabeth and MORENO-ROBLEDO, María del Carmen
Universidad Tecnólogica del Sureste de Veracruz
Journal- Business Administration -
Marketing; Accounting