journal-business administration- marketing; accounting

Volume 1, Issue 1 – July – December – 2017

Journal-Business Administration-

Marketing; Accounting

Volume 3, Issue 4 – January – June – 2019

ISSN-On line 2531-3002

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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


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

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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.


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.

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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.

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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.

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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.

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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


the cost system positively impacts the

economic performance of the

organization with the use of

environmental analysis.

0.00 10.2


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).

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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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(2019). Fabricación de prendas de vestir.

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González, N. E., Aceves, J. N., López, M. E.,

Navarro, E. M. & Moreno, M. D. (2018).

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22. Recuperado de

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problemática empresarial. Análisis de

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(14ta edición). México: PEARSON

EDUCACIÓN.

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mexicana en el siglo xix. SEPTENTAS: México.

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(2007). Especialización económica en Sonora:

Características y retos al inicio del nuevo

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28. Recuperado de

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19nspea3.pdf

Merlo, E., Reinoso, N., Rubino, M. S. &

Ruggeri, Y. (2013). Los costos y las tomas de

decisiones. Argentina: Universidad Nacional de

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0/merlofinal.pdf

Monge, E. C. (2010). Las estrategias

competitivas y su importancia en la buena

gestión de las empresas. Revista de Ciencias

Económicas.

Ortega, A. (2012). Contabilidad de costos (6ta

edición). México: LIMUSA.

PROMÉXICO. (2018). Industrial textil y de la

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cs/sectores/industria-textil-y-de-la-confeccion-

en-mexico.pdf

Reyes, E. (2016). Contabilidad de costos 1 (4ta

edición). México: LIMUSA.

Rincón Soto, C. A., Lasso Marmolejo, G., y

Parrado Bolaños, Á. E. (2012). Contabilidad

siglo XXI. Bogota: Ecoe Ediciones, 370.

Rincón, C. A., y Fernando, V. V. (2010). Costos:

decisiones empresariales. Ecoe Ediciones.

Ríos, M. (2014). Método de diagnóstico para

determinar el sistema de costes en una pyme. Un

caso de estudio. RIGC, 12(24), 13-22.

Román, C. (2012). Fundamentos de

administración financiera. México, México DF:

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http://www.promexico.gob.mx/template/ciie/docs/sectores/industria-textil-y-de-la-confeccion-en-mexico.pdf



9


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


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.


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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.

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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.).

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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



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


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%).





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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.





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

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




http://www.com/

https://www.forbes.com.mx/estos-son-los-10-autos-mas-robados-en-2018/

https://www.forbes.com.mx/estos-son-los-10-autos-mas-robados-en-2018/

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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

http://internet.contenidos.inegi.org.mx/contenidos/Productos/prod_serv/contenidos/espanol/bvinegi/productos/nueva_estruc/inter_censal/panorama/702825082246.pdf




15


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


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




16


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)

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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.

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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 …

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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.

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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)

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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.

https://www.dgcs.unam.mx/boletin/bdboletin/2014_471.html

https://www.dgcs.unam.mx/boletin/bdboletin/2014_471.html

22


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




23


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.

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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.


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.


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.


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.

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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.


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.


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.


Question 9 (Figure 9) inquired whether

the person knows of any dog food dispensers to

which 90% said no and 10% said yes.


Question 10 (Figure 10) asked to

whether the owner had ever used a dog food

dispenser. 98% said no and 2% yes.


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.


26


ISSN 2531-3002





Question 12 (Figure 12) revealed

whether people would be willing to buy the

product. 83% would, 13% might and 4% would

not.


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.


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).


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


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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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“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


“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


“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

journal-business administration- marketing; accounting

Documents